Thanks to the rapid rise in popularity of the Internet, the spread and the ubiquitous application of social networks have become a part of everyday life. Many users, driven by their business oriented and private needs, join social networks in order to maintain contact and stay informed in regards to relevant content and contemporary culture. Social networks such as Facebook, Twitter, Google+, Instagram, Pinterest, LinkedIn, YouTube and similar are responsible for the continuity of that certain way of life and interaction, while their expansion leads to the unavoidable implementation of marketing strategies for the promotion of products and services. Thanks to the accessible nature of the Internet, electronic marketing has paved the way for consumers to access information about business entities and their offers as well as a way to communicate directly at any time regardless of their location. On the other hand, for Internet retailers, it embodies a powerful tool for customer relationship building which offers insight into interests, desires and needs of all customers which ultimately speeds up the entire process. Given the great importance and the variety of benefits of this type of marketing, the presence of business entities on social networks is essential. With their presence on social networks businesses and organizations spread awareness of their brand and consequently present a range of products and services to their potential customers. In addition to generating interest, social networks play the role of communities in which it is possible to exchange and perceive relevant and useful product information. Some of the marketing activities through social networks include market research, product development, idea creation and improvement, customer relationship enhancement, spreading recognition of the product or brand, increase in Website traffic, e-commerce increase and a successful launch of new products. Furthermore, if used properly, social networks can be responsible for strengthening the influence of the brand, brand loyalty, community building, strengthening of authority, overcoming competition, reducing marketing and analysis costs and better positioning on Web-based search engines. Regardless of the size of business entities, the advantage of marketing implementation within social networking profiles is evident. This is evidenced by the growing number of organizations present on those networks, and by comparing the specific parameters of companies such as Dm and Bipa one can gain insight into the frequency, popularity and efficiency of their marketing strategies.