The spread of social networks is soon going to play an important role in the field of architecture criticism, as far as it is responsible for the introduction of new communication tools whose potential is still to be fully understood. As a matter of fact, platforms such as Facebook, Instagram or Tumblr can be easily “hacked” into critical tools by pushing the boundaries of their expected user behaviour, thus having the capacity to enrich the architectural discourse with a virgin field of experimentation of alternative critical practices. In the wider frame of its necessary reconsideration, architecture criticism has the opportunity to reinvent itself by efficaciously occupying the new communicative space that social media have brought about: a crucial task that I intend to discuss with this presentation, recurring to my personal experience of researcher in this field, as well as to a set of noteworthy examples.