Never before have we been able to compare the dynamism of absolutely no historical cycle, with the constant movement that occurs in the universe never before of the clear-cut network. Internet and traffic through its different stages leads us to a permanent rethinking of our existence, which allows us to realize the type of human beings, also social, also 2.0, in which we are transforming ourselves. Brands, companies, businesses, are an active and essential part of this new civilization that we who travel through online businesses make up, so much so that it is the first time in the history of marketing and advertising that companies have access to unlimited amounts of potential customers obviously do not want to stay out of the opportunities that lie behind a business model with so much potential. Now, moving away slightly from the brightness that surrounds Social Media, we will realize that one of the first reasons for failure in such an efficient, easy-to-access and intuitive model, like the current one, lies in the glare and loss of power. awareness with reality; Current marketing strategies rely on social media as a tool, however, they do not replace the different strategies that must be implemented to reach an increasing number of consumers committed to brands. Social networks, mainly Facebook and Twitter, are powerful influencers, which results in fierce competition to be more and more present, to have more and more followers and to occupy an ever greater place in the neuralgic point of quality required by the new model. The dilemma Facebook vs. Twitter or the permanent study of the differences between the two in order to adopt specific strategies tending to achieve an increasingly efficient model, must be carried out starting from the analysis of some variables. Which of the two social networks is more effective in accessing the target audience? What is the ROI associated with the different actions implemented on Facebook and Twitter and which is more effective? And finally, is it really true that Facebook is more effective for brands? There is a basic and very common error at the present time centered on the non-identification of one of the main differences between both platforms; While Facebook is a social network based on the promotion of brands, Twitter is a social network based on the promotion of content through its unlimited diffusion and virality. Starting from this basic difference, we can confirm that although they are different platforms in terms of final interests, both have been decisive in ending obsolete paradigms associated with the social order. While the specific weight of Twitter lies in the quality of the followers, the specific weight of Facebook lies in the relationships that are established. Both social networks are completely complementary and are designed to achieve a final objective; access potential customers and maintain the loyalty of established customers. On Facebook, it is the relationships that count while Twitter, being a platform in which users decide the type of information they want to share, is more of a social network that establishes the new trends in global information. The results obtained and circumscribed to the maintenance of a constant flow of new information, differ in the different strategies that both social networks require. Twitter is a means of communication, while Facebook is a social network, clearly different, but let’s break down the concept, break down the essential differences between the social aspect and the information. This concept is very recent, social networks based on the transmission of information are emerging as essential platforms for optimizing distribution and consumption, while on Facebook what matters is the social network, what once the needs are identified it achieves their satisfaction through the union of people. And beyond the intrinsic nature of Facebook and Twitter, there are radical differences between the two, from the analysis of which we can conclude the point at which they converge and complement each other, resulting in one of the most efficient production models in the history of humanity. In terms of following and popularity Facebook leads Twitter. In relation to type of information that is shared, Facebook is more social by allowing and valuing the exposure of aspects related to emotions and the more personal aspect of users, while Twitter is a means of communication in itself, where facts and news are shared more focused on the professional aspect than on staff. In relation to the target audience, Twitter has a more homogeneous audience, aged between 20 and 45 years old and linked to creativity, communications and information technologies. On Facebook the public is more heterogeneous, not only in the age ranges, but also in the needs and interests exposed. If we analyze the visual aspect Of both, we will surely agree that Twitter, despite having a simple use, is less intuitive than Facebook, although it is only a first impression since both are simple and highly dynamic. In terms of leisure, Facebook is much more playful than Twitter; games, tests and applications more focused on leisure, nonexistent on the microblogging-based network Finally, an aspect of great relevance, Privacy Facebook has come a long way separating itself from Twitter in recent times, specifically with the introduction of new options that leave the type of personal information that is publicly displayed in the hands of users, an aspect that Twitter has not fully developed. Great differences to explain why the social aspect and the information cannot walk separately, we are societies and it is only through the union between the emotional and the rational, it is only through the commitment to society in which we are included in the fact that we will achieve the implementation of new options, more productive, more competitive, of higher quality and optimal efficiency.