Critically assess the effect of Social Networks on societySocial networking has grown to become a critical part of a businesss marketing strategies over the past few years, and if managed efficiently, will prove to be a major factor for the success of an organisation. First and foremost, social media networks such as Facebook and Twitter have provided an easy-to-access platform for people to share their views, preferences, and experiences about brands and products/services. Once this information gets widespread through word of mouth, it will have an influence on peoples opinion of brands and products. (Milad, Choubtarash and Salber, 2013). What businesses need to do in their social media networks is to communicate with and build a good relationship with their existing and potential customers and ensure that there is positive word of mouth. Safko (2012:28) supports this by stating the social networks goal is to build trust in a given community. Milad, Choubtarash and Salber, 2013 say that this is the key differentiating factor between social and traditional media, where in the latter users are allowed to deliver content but not modify it. The high amount of exchanging of information through social media has been proven from the results of a research conducted during October 2012 at Eastern Mediterranean University in Cyprus. 150 females and males between 18 to 45 years old from different nationalities were interviewed. 80% were members of different Facebooks brands pages, 76% introduced to Facebooks brands page through their friends, they see one of their friends liking activities, comments or sharing a picture / video of a specific brand, 84% of attendances buying behaviour affected because of their friends words of mouth which positively resulted in reducing the uncertainty and increasing trust toward brands advertising on Facebook. (Milad, Choubtarash and Salber, 2013, p4).Another research concludes that users are using Facebook to get information about companies