Social media provide novel opportunities for street gangs to operate beyond their traditional borders to sell drugs, recruit members and control their territory, virtually and physically. Although social media have contributed to the means available to street gangs today, it does not mean that every gang agrees on their use. Drawing on different perspectives (ex-gang members, law enforcement) on gangs using a multi-method design in a London borough, the current study shows that social media have polarized gangs, resulting in two distinct types of digital adaptation. The proposed division of ‘digitalist’ and ‘traditionalist’ gangs is rooted in Thrasher’s (1927) dictum that no two gangs are alike and explains how some gangs prefer to keep a low profile, thus, avoiding social media use. ‘Digitalists’, by contrast, prefer to use social media as a way to gain reputation and territorial expansion. They use it to brand themselves and to appear attractive for recruits and customers alike. These differences can be theoretically explained firstly as a generational gap, meaning that younger gang members prefer the use of social media; and secondly, by how well established a gang already is, as newer gangs need more attention to establish themselves. •An empirical study on how social media have affected gangs, from the perspective of five distinct types of participants.•Digital technology divided gangs into ‘traditionalists’ who consciously abstain and ‘digitalists’ who fully engage.•Gang evolution matters: While established gangs choose aA a ‘traditionalist’ approach, newer gangs become ‘digitalists’.•Generation gap matters: Established older members gain less from social media attention than younger counterparts.•Younger members are more at home in the digital world than older gang members.