II SUMMARY Social networks have become a key phenomenon of the digital age, shaping the way individuals and communities connect, communicate, and exchange information. The ubiquity of these platforms has brought numerous advantages but also challenges, particularly in the context of privacy, security, and their impact on social behavior. The aim of this paper is to explore the impact of social networks on contemporary society, analyzing their benefits, risks, and their role in business strategies and shaping public opinion. The paper is based on an analysis of secondary data sources, including scientific articles, reports, and research related to social networks. The literature review covers key aspects of historical development, currently most popular platforms, and their increasing application in the business sector. The analysis also includes a case study of a company on the social network Instagram, with the goal of understanding user engagement and business strategies on social platforms. The research results show that social networks play a significant role in connecting users, developing digital communities, as well as creating informative and advertising platforms that influence social norms and individual perceptions. However, there are also challenges such as misinformation, privacy breaches, and negative impacts on users' mental health. There is an emphasized need for further research and regulation of social networks to maximize their benefits while minimizing risks for users and society as a whole.