The paper is devoted to the investigation into the possibility of content dissemination in social networks, considering users’ influence potential. The process of information dissemination is studied using simulation methods, virtual social networks and real social networks (real data are extracted from the VK social network). During the study of virtual social networks SIR and SEIR diffusion models are used. However, to simulate the real social network only SEIR model is considered, because this model reflects better the actual behavior of social network users. The diffusion models in both cases are modified by altering the set of states. Within the investigation of VKontakte social network, the “Infected” state is divided into two: the first represents users who have liked a post; the second represents users who have shared the post on their social network page, specifically through reposting. Additionally, the developed simulation model allows to vary individual parameters for each agent: the level of influence potential and the probability that the agent will see the post with the disseminated content. An ontological approach is used to store data about real network. AnyLogic is chosen as the tool for conducting the simulation experiments.