The digital age imposes speed and availability of information as an imperative. The presence on social networks has become unavoidable because "if you are not online, you do not exist". Banks in Croatia, following trends and competition, are increasingly entering the virtual world of social networks. Opportunity for banks is to use social networks as a direct channel of communication with customers, as a customer service and the advertising is much cheaper than through the traditional media. User comments and inquiries make valuable feedback, and timely replies and up-to-date information enhance customer confidence. It is interesting how users think that banks should be using social networks, but they do not know if their bank is online and it is not important reason when they are choosing the bank. The subject of this final study is the presence and the activities of leading banks in Croatia through their profiles on social networks, and discover how banks use the social networks for the marketing activities. The goal of the research is to find out why banks use social networks and what impact they have on users. For its purpose a professional survey was conducted on 100 respondents and all the assumed hypotheses were confirmed. The proper usage of social networks has the potential to affect the image, loyalty and spread of bank awareness. Primary, clients should be attracted with the quality of service and the right product, then they will become virtual followers with an interesting content. The conclusion is that banks in Croatia are insufficiently using social networks for marketing purposes, but banking services are inevitable, regardless of the social networking activity.