This study investigates the utility of personality traits and secondary goals as predictors of self-presentation tactics employed by Facebook users. A structural equation model of self-presentation tactics on Facebook was proposed and tested. Although fit of the initial model was good, the final model, eliminating three paths and adding two others, yielded a significantly better fitting model. Findings show that personality traits predicted concern for secondary goals (N = 477) and that secondary goals predicted the use of various self-presentation tactics used on Facebook. Results indicated that these personality traits and secondary goals are both theoretically and empirically sound components for the conceptualization of online impression management.