For this study, we followed the director general (DG) of a large Swedish public authority on Twitter. We analyzed the data from Twitter and from interviews in terms of four affordances that distinguish social media from more traditional technologies: visibility, persistence, association and editability. We suggest that to understand social media affordances, it is necessary to consider the medium and the situation it creates and how this increases the range of possible interpretations. Therefore, we propose counterparts to the affordances of visibility, persistence, association and editability, in the form of invisibility, fluidity, dissociation and indeterminacy, to be included in an analysis of social media affordances and, as we argue, the creation of a persona through Twitter communication.