The development of information technology is changing the way businesses conduct their marketing activities. Today it is crucial to be present on the Internet as a form of communication that each and every day expands the available markets to businesses and brings new opportunities for them to achieve their business goals. Social networks as a phenomenon of the last decade is an important aspect of this presence for businesses in the digital world. Social networks are changing the way people communicate with each other and consequently affect the behavioral patterns of businesses. Because of the development of that technology and the availability of the Internet as a medium of communication to a very large number of people, internet advertising has become unavoidable and important item for every business entity. Non-utilization of the potential of Internet and social networks in the form of advertising significantly reduces the strength of the business entity in todays relentless competitive market conditions. Pinterest social network, on which this thesis primarily focuses, represents another opportunity and viable option for businesses who want to deliver the information about their product or service to a large number of people. Management of image content on this social network can help potential consumers to become aware of a certain product or a service as well as to brand a particular product or service, thus contributing to the realization of business goals of businesses and their very survival on the market.