Social networks have changed the way people relate to the world. It was social interactions in prehistory that provided human beings with the evolution of their species and, consequently, of their communication model.

From primitive social networks to the technology we currently have, came Facebook, Twitter, LinkedIn, Google Plus, among others, which are social networking sites.

And these social networking sites formed the vanguard that altered entrenched concepts, among them the abysmal separation between the emitter and the receiver of information, historically present in traditional models of social communication.

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The internet has evolved the relationship between communication vehicles, brands and consumers (whether they are consumers of information or products). The faceless mass towards which advertising and marketing campaigns were directed today has a face, a name and is increasingly heterogeneous. It is no longer possible to separate individuals from the mass.

In other words, opinion formation nowadays no longer comes exclusively from communication vehicles. The lifestyle of groups of people with similar interests no longer comes exclusively from fashion brands, for example.

People who were once passive recipients of information today are becoming - or have already become - opinion leaders, using platforms such as blogs, Twitter profiles, or simply interacting on the pages of companies, brands, politicians and artists, for example.