摘要：Social networks are configured as an enabling environmen t for companies in the achievement of communications, transactions and relationships with your potential customers and clients, in addition to marketing activities with the potential to modify and enhance these relationships. However, it isn't characterized as the most suitable environment for product announcements from traditional forms of advertising. This research seeks to develop a qualitative analysis of the use of Facebook as a tool to build relationships between the company and customers/consumers in the top 10 fan pages in Brazil. It starts with the hypothesis that companies are underdoing this social network, focusing its activity on a traditional advertising routine, disregarding the potential of enabling relationships. To achieve the goals was used to netnographic search, with the support of bibliographic scientific articles, books, theses, websites and other means to obtain the necessary information. For those who have embraced the medium as a priority channel approach to consumer, the goals were quite different, ranging from communication of advertising content, the sale of products or the implementation of customer relationship. It also denotes that companies under-use the interactive potential of this media, not dialogue effectively with the consumer, and excluding it from almost entire value building process
关键词：Relationship Marketing; Social Networks; Facebook
