When face to face we cannot see the face

The present paper considers using Social Networking Sites (SNS) as the primary means of communication . Current situations of communication are often associated with the active use of various SNS - convenient tool for information exchange, as new media, and one of the most widespread ways of self-presentation. The author comes to the conclusion that a SNS (like Facebook) gives no effective means to discern the real face - ego-, personal or actual social identity. However, modern Internet technologies provide us with useful instruments, applied to the social network analysis and semiotic approach, to define the virtual social (or personal) identity that can (or cannot) be the same as the real one.