Advertisements haven’t disappeared from TV just yet, but brand wars are now taking place on a different screen. The war being waged is a digital one. No brand can ignore the power of social networks – 2 billion users in the world, an unbelievable sounding board. Social media has changed the rules of communication between brands and consumers. The digital era knows no respite, everything happens in real time, there is unrelenting exposure and interaction in terms of image and reputation.