Family photographs may seem like private memories, but acquire another life online. A parent wanted to show the child's everyday life, while the child gradually became uncertain about how many could see the pictures. The family discovered different ideas about sharing. For the adult it meant contact with relatives; for the child it also meant control over personal representation. They discussed which pictures could be shared and with whom. The conversation produced no rule solving every situation. A harmless-looking picture today might feel different later. Nevertheless, it made choices more conscious. Digital memories involve not only technical storage but relationships, power and the right to change one's mind. The sharer often has more control than the person pictured. It is therefore useful to ask whom a picture matters to and who must live with the consequences. A good conversation can accommodate both collective memories and an individual's need for privacy.