THE IMPORTANCE OF SOCIAL NETWORKS IN A CAMPAIGN 2020/03/04 Social networks are nowadays an essential communication channel for any company. In the age of the “hyper-connected consumer”, companies must adapt to the new habits if they want to increase their notoriety and stand out from the competition. This marketing asset allows many advantages that we will now detail. According to a study on social networks, 42% of the world’s population was using them in 2019 and this figure is still growing. Companies can then reach a large target and thus increase their visibility. Moreover, each platform is unique and must be used differently from another. In order to best achieve their objectives, companies must adapt their messages: first of all to offer diversified content with high added value, but also, and above all, to provide content that corresponds to the specific characteristics of each social network. Indeed, content on LinkedIn will tend to be more professional than content on Twitter, for example. In order to adopt the best strategy, listening to the consumer is essential. Customer engagement and loyalty must be taken seriously as the opinions of other consumers play a crucial role in the purchase decision. Whether positive or negative, these opinions will be beneficial for companies: a positive opinion will enhance the product and brand image and thus lead other consumers to buy. A negative opinion will give the company the opportunity to bounce back and offer customized solutions, which will improve the brand image. E-reputation is, in conclusion, fundamental since 96% of Internet users are influenced by it at the time of purchase. Advertising on social networks is thus a very good investment since it is very simple and fast but also concretely measurable and quantifiable. Companies can set their costs upstream (which are in fact lower than traditional advertising), test them by easily analyzing performance with real-time statistics and then modify them if necessary. The share of digital marketing in business budgets continues to grow, with an estimated total of $113 billion in 2020 in the United States according to some experts. In conclusion, social networks are of great importance in our society and can no longer be minimized by businesses, with the risk of being overtaken by the competition. For greater visibility and popularity, it is therefore essential to establish a relevant strategy for digital marketing.