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How has Facebook become, in less than ten years, the most popular virtual social network in the world? This article discusses the causes of this success, the motivations of its users as well as some of the dangers linked to this phenomenon from the perspective of recognition. Facebook indeed appears to be the ideal support for the democratization of recognition and visibility. On Facebook, everyone desires to be recognized as a unique and authentic individual, and everyone aspires to acquire visibility (being known and recognized by one’s network) and permanent celebrity online. Facebook therefore appears less of a panopticon than a voluntary form of alienation performed within an open access network in which every member acts as a mirror reflecting the identity of others.