Abstract: A method, apparatus, and computer program product are provided for providing user identity management in social services. An apparatus may include a processor configured to monitor a first user's behavior on a social service. The processor may be further configured to generate a first user behavior model representative of the first user's behavior over a period of time on the social service based at least in part upon the first user's monitored behavior. The processor may additionally be configured to provide the first user guidance about the first user's behavior based at least in part upon the first user behavior model. Corresponding methods and computer program products are also provided.