Social networking sites are a phenomenon of masses increasingly important in the digital media ecosystem, and not so much news that does not have implemented a social network with links. Hence, the public user of social networks is, in many cases, part of the audience of the media. But to know in depth this part of the digital audience using social networks and the impact they make on the environment of the media is important to study those behind the virtual social networking communities. But these users, what do they think? What is their opinion on a news?, What are their needs? What type, model and way to see the information they want? In this context, the ethnographic and anthropological research with all its technical to play a key role in any study of this type. But, what extent ethnography and anthropology can help they be more effective with messages of online journalism? Does it help to know ethnography public behind social networks accessing articles or other media reports? Is it important to know the customs of the users of social networks? Should the means to adapt to new environments where virtual ethnographic emerges a new journalism based on participation? This article attempts to answer these and other variables.