Social networks have infiltrated the everyday lives of consumers, but they have also redefined the way businesses communicate with consumers. In the context of marketing, social networks enable a consumer to communicate quickly and with minimal effort with hundreds or even thousands of other consumers, while businesses, for their part, monitor all these discussions and online reviews in order to learn the opinion of users about their brand and products, in order to improve the quality of products and services, to adapt to consumer preferences, to hear what is being said comparatively about their competitors and to attract more people through social media customers.