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The promise of social networks is to match-make a group of consumers with a shared set of interests or profiles. A recommendation system can determine group of consumers who are alike in what they want to share. In this scenario, the products refer to other people whom a consumer would like to interact with. A recommendation system can seamlessly achieve this grouping with the now-classical message: "People like you...". (e.g. Facebook, Google+)

Better chance in the social networks is that they already show off the "similar" contents and users to the system so we can actually reach of a certain group of people with same/close interests and who would be actually interacting with the subject brands or who would share same hobbies/contents with each other. That will also help the brand to be able to grow in a desired segmentation path very fast.