Social Networks: Perspectives in the Postpandemic World: Perspectives in the postpandemic world

Virtual social networks have gained relevance since the late 2000s. They began as disruptive media that had an effect on social life from the beginning, generating not only much enthusiasm in some sectors but also clear resistance in others. Despite this, over the years, they have been adopted by public and private organizations that do not want to remain on the sidelines. Virtual social networks grew exponentially during the following decade because technology allowed information to be easily exchanged in real time, which had an enormous effect on not only mass communication but also interpersonal communication. It reached a point at which virtual communities grew stronger, and the strategic nature of digital platforms became indispensable for public figures and commercial brands despite the new generation, which mainly used this emerging media to stay informed. This trend was confirmed during the pandemic because of the progressive dependence on digital media. This chapter not only provides an account of the recent past but also addresses some of the main questions, opportunities, and risks that social media users may face in the future. Cybersecurity issues are omnipresent, and institutional responses tosuch challenges exist. Furthermore, the possibilities of such media are being theorized in the context of the rise of artificial intelligence.