Last modified: 2013-06-21
Social media is undoubtedly one of the important methods of modern marketing communication. This work is focused on small and medium-sized companies that use social media for communication with consumers. The competition on the market continues to grow, and companies are finding it increasingly more difficult to compete with multinational chains. If they want to withstand such tough competition, the must use all means at their disposal to establish long-term relationships with customers. One way to build these relationships is to use social media tools, where activity, creativity, thoughts and ideas play a more crucial role than financial resources. However, it remains at issue how companies should use social media in order to satisfy the individual wishes and needs of customers and retain their positions on the market.