Digital spying as a tool for the creation of individual interaction in social networks

The article examines the results of studying the behavior of users in the social network "VKontakte". Secondary and primary data have been used, in particular, results of a simulation experiment. Factors affecting the quality of the process and the lack of collected data sources have been identified. Methods for collecting data in authorized and unauthorized ways are described as well. Tools for tracking users in social networks have been described, using the example of VKontakte. Despite the assumption taken as a basis and the widespread point of view about possibilities of social networks to "objectify" a consumer and receive, in fact, any information about them, this opinion is overestimated and is associated only with some successful cases, programs or services. Overstated predictions of social media capabilities should be taken into account while evaluating the effectiveness of social media marketing communications.