And therefore the Instagram live stream becomes like square rallies, where citizens are not spectators, but an active and participatory part of the online dialogue. Social networks become a sharing tool, able to mediate between citizens and anyone on the other side , whether they are institutions or companies.

That companies, multinationals, use social media as a direct communication tool with their target is not new, but users today are more experienced and will be able to participate, respond.

People, users (who will later become customers) will really be able that their comments, their reviews and their likes can deal with the issue towards a public interest or that they can convince companies to produce one product over another.

And they are right.

Companies that do not align with the opinions of customers, who never espouse a cause, companies that do not align transparent, but above all dialoguing and receptive, will never be able to create online relationships with users. The key word is relationship, not communication anymore. Communication is dead.