Widely adopted by the general public then by companies, the Internet fast imposed itself to become the archetypal media in terms of communication and search for information in all the domains today, and it is true whatever is the position of each in the society.
With the development of the Web 2.0 which made Internet participative, the Internet users are now capable of expressing themselves, interacting, and giving their opinion onto everything (products, services, brands, companies, cultural property) and on everybody, via multiple platforms on Internet. To criticize a restaurant on Cityvox, to note a seller on eBay, to denounce the actions of a brand or a company via a viral video on YouTube, to support a candidate for an election, to become a fan of a brand on Facebook or to follow it on Twitter, to recommend products to friends is so much behaviour which become more and more common.
In this context, the social media which include blogs, forums, platforms of video sharing as YouTube or of photos as Flickr, but at first and above all else the on-line social networks, became inescapable at the Internet users. The most known of them, Facebook and Twitter, attract millions of users worldwide and generate new uses.
As the Internet is growing faster and faster every day social networks allow now to the consumers to use it as not only an information tool but also for interaction and buying process reasons. Indeed with the emergence of online social media, social networks are becoming more and more the place to be for users and companies too.
Facebook has now more than 800 million users and is becoming a new way for marketers to recruit consumers, reinforce loyalty and reputation.
New ways for online advertising are now possible and newly marketing techniques are being developed (Montgomery, 2001). The traditional online advertising processes such as pop up and advertising on websites (banners) are not the only way to attract people connected on the Internet.
With social networks, companies can develop direct interaction with their customers and above all they can create online word of mouth with the tools providing by social networks.
The relation brand-consumer changed aspect. The brands have to watch henceforth what people say of them on these social media and to begin the dialogue with their consumers to make sure to keep a good "e-reputation" and to enter a relational optics with their customers. But they can also benefit from these digital social networks to try to create consumers' community on-line "ambassadors" around them, to federate them and to develop loyalty of them thanks to a communication and specific tools.
It is advisable, at first, to draw up a report of the uses of the Web 2.0, then it is essential to identify what a social network is. Finally, an analyse of the personal and organisational consequences will be made out.
I. Web 2.0 emergence and participative Internet.
The Web became social and...