My rouge idea:
Classical mechanics (CM) defines a particle moves just as a particle. Quantum mechanics (QM) defines a particle moves as a particle and wave at the same time, thus dual nature of a particle in QM.
Assuming an individual is similar to a particle, IT gifted an individual similar duality, as an individual and netizen (wave). Now individual can tunnel into territories inaccessible before IT. Social network tunnelling effect.
This is an analogy, but people are using more statistical method to understand society.