Social Networks: Multiplication of voices

Do social networks today have a power unimaginable a few months earlier? Recent events in Spain, Tunisia, Egypt, and other Middle Eastern countries show the extent of social networks in sharing information, gathering, and mobilizing people. The communication model is completely changing and today there are thousands of receivers that have a voice. For the advertising industry, the power of these tools is two-sided because while they represent a new way to get to the consumer, they in turn have the ability to exercise stronger control over brands. The right way for this sector has to do with adding value to the brand so consumers take it as if their own, but always on the basis of a genuine and coherent discourse. And this applies to marketing and advertising, as well as governments and media, as shown by recent events. In this article, a glance that shows us where we are standing as regards social networks and communication.