Nowadays an effective communication cannot be separated from the social networks domain. These platforms, born as social aggregators to share and disseminate ideas and information, have become crucial for the companies as well, with unthinkable opportunities until a few years ago. A company can thus become visible at the glo-cal (global and local) level, stimulating, strengthening and making lasting as well as more profitable its relationships with the customers. However, the fact of not being present on the web or in social media can be interpreted as an absence or lack of receptivity to change. It is important to manage with extreme care these instruments in order to avoid them becoming counterproductive.