The study examines the role of social networks in social and political processes. Today, social networks are an effective tool for the implementation of "soft power", having a significant impact on the political agenda, international relations and social processes within states. In fact, social networks create new formats of interaction between social groups and institutions, as a rule, unlimited by the territories of individual states. The results of such interaction can be both constructive and destructive in terms of their impact on the existing strategy of social development. With an increase in the proportion of the country's population actively participating in social networks, the risks of social and political threats associated with the massive use of these communication technologies increase. The article examines the main global factors that determine the pace and direction of development of social networks, as well as the features of their operation in Russia. The authors analyze changes in the structure of users of the largest Russian-speaking social networks in 2014-2018, that is, during the period of their stabilization after rapid development in 2011-2013. The article also raises the problem of targeted informational impact on users of social networks and the formation of personal information capsules for them, allowing them to form a significant manipulative potential in the field of socio-political communications. According to the results of the study, it was concluded that the processes of development of Russian-speaking social networks continue, they are gradually being politicized, accompanied by the formation of a manipulative potential. Consequently, the role of social networks in the implementation of "soft power" is growing, but the nature and vector of action of this force will depend on which specific social groups or institutions will have an effective informational impact on users of social networks.