In the age of digitalization, social networks play a central role in digital marketing, enabling companies to improve their visibility, interact with their audience and foster growth. However, integrating them into marketing strategies also poses several challenges. The aim of this research is to present a Systematic Literature Review (SLR) focusing on social networks, their advantages and challenges for businesses. Following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) methodology, the results of the synthesis and analysis of 23 articles reveal that social networks enable rapid content dissemination, brand awareness, and targeted marketing. However, businesses face issues such as loss of control over messaging, difficulties in measuring ROI, and technological constraints. Existing research also lacks a distinction between different types of business, robust models for measuring performance, and analysis of crisis management and privacy issues. Filling these gaps could improve social media marketing strategies and guide future research.