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Social networks have created a new way of communicating. They have become a kind of inevitable, prominent element. We are all connected to all of our contacts and we are at the same moment in which we do things. We are on vacation, we upload a photo of our glorious hotel breakfast. We buy a product, we quickly tell it on Facebook or Twitter sharing how good (or bad) the experience has been. We share the information in real time and receive the information in real time and that has completely changed how we relate to it. And if things start to be so immediate, our reaction to them also begins to be so. We are always in a sort of real-time conversation with others and we are always commenting on what happens in the moment that happens. But this immediacy has not only an impact on information and our reaction to it but also modifies other elements. Our buying habits and purchasing decisions are greatly modified by what happens in social networks. The social environment has become a new pr

  Social networks had a moment of glory a few years ago. They were the scenario in which companies could reach consumers quickly, effectively and with very low costs. Consumers were there, brands and companies could be, and, more importantly, everyone played with more or less the same starting conditions. One could be a small company from a peripheral place and become a star of social networks. Things have changed in recent times. On the one hand, social networks have made it more and more difficult to succeed organically. The content has more complicated reach consumers and passing from 0 to 100 fans in two days has become very difficult. You have to dedicate a lot of work to it and you have to make an investment in advertising and in a team or a professional that knows what you are doing. On the other hand, this has tipped the balance, or at least that's what it looks like from the outside. The big brands with their big budgets are those that have the fist for the handle. But is