Social networks appeared with the growth of the Internet and the development of technological innovations, such as computers and mobile devices. First social networks began to develop in the 1970s, while the first social network that's considered the most similar to today's social networks is Six Degrees which was created in 1996. That marks the beginning of social networks as we know them today. Social media has changed the way people communicate, whether on a private or business level. We cannot imagine a life today without social networks since people use them daily for various needs and activities, such as communication with friends, sharing their content, informing, educating, buying and selling products, brand representation, etc. Most companies have switched their management and business from traditional approaches and media to digital ones due to the development of technology and the increasing popularity of digital marketing and social media. Social media marketing is used by almost all companies since it enables easier market research and analysis, customer segmentation, creating the buyer personas, brand representation, promotion of goods and services, creating a long-term relationship with customers, cooperation with influencers, etc. The most used marketing communication channels (social media as well) that companies use in their marketing activities are Instagram, YouTube, Facebook, TikTok, and LinkedIn. Social networks bring many benefits to companies and individuals such as influencers, ads persionaliazation and better communcation. However, they also bring many disadvantages, both for companies and for the users themselves, such as security concerns.