Digital platforms that provide services through the Internet for users to generate a public profile, in which to capture personal data and information about oneself, and interact with other users related or not to the profile published through content such as comments, messages from the text, videos, photographs, emoticons. Users, who have previously registered on these platforms, can interact with others, share information and in general, keep in touch. There are generic social networks, such as Facebook or Twitter, and specialized, such as Linkedin.

Their popularity has turned them into a very influential publicity support, their applications have a high degree of virality since they allow to exploit the word-of-mouth marketing and they are highly addictive for the users. In addition, they facilitate the segmentation of audiences and accurately measure the return on investment (ROI).