Social media is a marketing sector in which company communication and advertising messages are shared by means of social networks such as Facebook, Instagram, LinkedIn, Pinterest, Twitter and Google+. These networks give companies the opportunity to address potential customers or interested parties directly or individually and make contact with them via the interaction options. These interaction options get the customers involved in the company thus increasing the identification and the closeness of the customer to the company and /or to individual brands, and leads to increased company and brand loyalty. Press releases, news contributions and fan pages keep the target groups up-to-date. Social media channels enable Internet users to be actively involved and comment reports or make their own contributions via posts.

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