The number of users on social networks is growing day by day, both among people who use them for private purposes and among various companies and organizations. Very often we can leave a first impression through the many social networks that we use every day. Today, social networks have become a fundamental part of business communication strategy. Social networks also have a big impact on new product development. Instagram, Facebook, YouTube Twitter, Google, Pinterest and LinkedIn have proven to be the most suitable social platforms for marketing purposes. A key element of a successful business of any modern company is its marketing. It is practically impossible to find and retain customers of a product or service without a marketing strategy. Despite many benefits, social networks can also pose a potential threat and threat to a company’s future business credibility. As an example, this could be disappointed and dissatisfied customers who will share their bad and negative experience with other potential customers and thus jeopardize the company's reputation. It is for this reason that today social networks give users the opportunity to positively but also negatively influence companies and organizations. One of the advantages of marketing today is that in a short period of time a significant amount of information will reach a large number of people. It is possible to share positive and negative experiences on social networks as a result of interaction with certain products and services. It is very important for companies to get feedback, at the expense of which they will try to improve their product or service, and try not to repeat mistakes and attract new potential customers. The presence of companies on social networks is of great importance and represents a great impact on companies today. The success of a company is achievable by having a profile on social networks, but this is no longer just an option, but a commitment of a company that does business directly with customers. Social networks have created a new distribution channel and opened up a rich source for marketing research.