With the development of the Internet, new opportunities for communication and information have developed. One of them is the use of social networks. Social networks today represent one of the most important channels of communication in everyday life and have completely changed the way and habits of communication. From a business point of view, social networks enable numerous marketing activities, namely the application of word of mouth marketing (recommendations), market research, creation and verification of ideas, development of new products, improvement of customer relations (CRM), all forms of promotion and communication and in general all marketing activities. As far as promotion on social networks is concerned, advertising through Facebook, Instagram and YouTube platform is currently the most popular in Croatia, due to the fact that these are the most widespread and most frequently used social networks. Although they serve the same purpose, each of them has a completely different purpose, and therefore a different group of users. Hence the fact that it is necessary to take a good look at all the advantages and disadvantages for each individual social network in order to be able to choose the one that best suits the goals we want them to achieve. The most effective way to use social networks is to combine several social networks for the purpose of implementing a marketing strategy, and the best combination should be designed by the business entity based on its activities and target audience.