As a major pioneer, Facebook has made it clear that people want to present themselves and interact online. Currently, over 1.15 billion people worldwide use this platform. Communities that focus on specific topics, such as cooking, cars, or hobbies, are also becoming more numerous; people with the same interests are joining together and can interact on the platforms.

Companies have also discovered social media communication for themselves some time ago. Almost every large company has a page on Facebook or Twitter where products, news and the company are presented. Communication via social media brings companies closer to their customers; information can be exchanged easily and without obligation.

Customers are informed about current products, and the company receives direct feedback from customers via the often-connected forum or comment section.

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