Based on VKontakte data, we study the influence of various factors on the dynamics of opinions and actions both at the macro level (“public opinion”) and at the micro level (the opinions and actions of individual agents). A model of collective decision-making is briefly considered; in this model, interconnected parameters reflect both the mental and behavioral components of the agents’ activity. Identification results are presented for two special modifications of the model, namely, linear macro- and micro models of the dynamics of opinions and actions in a social network. We estimate the influence of various factors on the opinions and actions of agents: aggregated social influence (public opinion), the agent’s individual opinions and actions, the opinions and actions of the social environment, and the mechanisms of the agent’s trust in information sources and information content