As a kind of technological revolution, new media represents a way of transmitting information/culture as a computer based method of communication. Internet is the first media tool that meets consumer needs representing combination of traditional media tools (TV and newspaper). Rakita divided main characteristics of internet as global, interactive, uncensored, multipurpose and dynamic media tool. Social media is a group of internet applications founded on ideological and technological basis of Web 2.0 enabling two-way user exchange. Web 2.0 technologies are based on application types into these five categories: blogs, social networks, content communities, forums and bulletin boards, and content aggregators.
With these constellations, users utilize a whole range of various informations, toolkits in order to implement process of educating recipients about their products, services, brands, individuals and challenges. Consistently with the above approach, consumer users likewise started to produce content. In less than 3 years, social media became the most popular activity on web. About 55% of the users’ ages between 12-17 have created profiles on social network sites with increases up to 64% in age range between 15-17. Social network sites allow individuals to construct a profile within a bounded system, to articulate list of other users with whom they share a connection and view/traverse their list of connections and those made by others within the system. On the one hand, the root of the networking process is based on global economic crisis, development of free oriented social movement and development of communication technologies. On the other hand, van Dijk defines network society as social formation with social and media networks infrastructure.
 Kotler, P., Armstrong, G. (2010), ’’Principles of Marketing’’, Pearson Prentice Hall, p. 528.
 Zugic, J., Raicevic, M. (2013), Effect of Internet Marketing to the Crisis of Print and Electronic Media, Medijski Dijalozi No. 16, p. 388.
 Rakita, B. (2003), Međunarodni marketing, sedmo izdanje, Ekonomski fakultet, Beograd, pp. 477-79.
 Kaplan, A., Haenlein, M. (2010), ’’Users of the world, unite! The challenges and opportunities of Social Media’’, Business Horizons, Vol, 53, Issue 1, pp. 59-68.
 Constantinides, E., & Fountain, S. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct Data and Digital Marketing Practice, 9(3), 231–244. doi:10.1057/palgrave.dddmp.4350098
 Mangold, G.W., Faulds, D.J. (2009), ’’Social media; The new hybrid element of the promotion mix’’, Business Horizons, Vol. 52, No. 4, pp. 357-365.
 Solis, B. (2010). Defining Social Media: 2006- 2010. http://www.brainsolis.com/2010/01/defining-social-media-the-saga-continues/ accessed on 21 December, 2013.
 Qualman, E. (2009), Socialnomics. Hoboken, NJ: John Wiley&Sons.
 Boyd, D. (2007), ’’Why youth (heart) social network sites: The role of Networked Publics in Teenage Social Life.’’MacArthur Foundation Series on Digital Learning- Youth, Identity, and Digital Media Volume (ed. David Buckingham). Cambridge, MA: MIT Press, p. 3.
 Boyd, D., Ellison, N. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13 (1), p. 2.
 Castells, M. (2005), ‘’The Network Society: From Knowledge to Policy’’. Washington, DC: Johns Hopkins Center for Transatlantic Relations.
 Dijk, J.V. (2006), ’’The Netwrok Society’’, London: Sage Publications.