Social networks have become a desired setting for the dissemination of promotional, institutional and commercial content. But who are the protagonists of these networks designed to share, entertain, produce, comment, denounce and inform? Are social networks an appropriate medium for promotion? A brand has the ability to contact millions of users, but also many users want and can contact thousands of brands through different social networks. Not designing, managing, planning and professionally controlling this communication can become a threat to the prestige and survival of a brand, company or institution. This work, of great interest to students and professionals of communication and marketing who want to know how the management of strategic communication works in social networks, tries to answer the following questions: How to plan strategic communication in social networks? How do contents circulate from one network to another? How to measure the influence of communication actions on social networks? What softwares are used to know the opinion, popularity or influence of a brand or product among the users of a network? To what extent do social networks contribute to the change of consumer profile? How is advertising activity regulated in social networks? How can Twitter be used as a promotional tool for television fiction? How does the use of Trending Topics affect television programming? How to manage a crisis situation in social networks? And how do children's social networks use brands?