In this article I reflect on my experiences of using Facebook as a recruitment tool. Although there were many benefits associated with using this method of recruitment, there were also several unanticipated ethical dilemmas that arose. This article reflects on these dilemmas, locating them within some broader concerns around online research and privacy, and considers some potential avenues for avoiding similar issues in future research. It became apparent that these ethical issues were heightened for me as a doctoral researcher in a process of identity transition. I consider how this state of 'shifting' identity heightened my experience of these ethical tensions, and brought to the fore questions around online identity management and ways of 'doing' identity online.