The article is devoted to the communicative behavior of the language personality in social networks. The authors consider mechanisms by means of which the pragmatic level of the communicant's personality is realized. In the discourse of social networks, the basic element of the language pragmatism is not only the speech act. Communicative-active needs of the personality are determined by the peculiarities and conditions of the communicative situation, and the potentially communicative roles that are possible in this case are attached to it, as well as the hybrid of written and oral specifications of the discursive environment of social networks. Using such tool as a user name, the communicant creates a specific image of the author. The expected strategic development program is constructed by means of the user's name; the nickname bears the features of the user's real life, refracted in the pattern of his needs in the network environment. One of the main tools of influence at the pragmatic level becomes the orality of the discourse, sought by the user, which has the opportunity to subjectively expand the range of his own communicative freedom. Abbreviations, emoticons, symbols, orthoepic spelling, simplification of grammatical constructions are actively applied. Also, the language pragmatism of the linguistic personality is realized through emotional manipulation in the form of speech saturation with diminutive constructions.