Facebook and Twitter have become two windows through which society expresses and presents its opinions and fears: recent studies highlight the fact that someone else can know a person in more detail than their own relatives by what they publish in their Virtual profiles (Youyou, Kosinski & Stillwel, 2015). Focusing on this context of Big Data, this article seeks to reflect on the usefulness of social networks as a source of research to know, define and characterize the target audience, which will serve as guidance for the design of the creative strategy. We are based on the study of a campaign of ADT Security Services Chile (TYCO) for which a variant of ethnography, netnografed, was used as methodology, adapted to the analysis of online communities, a simpler faster, and less expensive method than traditional ethnography and more naturalistic than discussion groups or interviews. Non-inductive public information was obtained about the consumption patterns of the target, thus verifying the effectiveness of content analysis in social networks by extracting a security concept with which the consumer was identified and on which the entire creative strategy was ultimately based.