Social Media causes fundamental changes to the world of communications. Contrary to one-way communication via “classic” media there is always a direct feedback channel, making a company approachable. This new situation enables both companies and consumers to be on a par with each other.
This principle has extensive implications: two-way communication within Social Media Channels enables companies to seriously strengthen their customer ties. Within it, Marketing, CRM and PR act simultaneously and sometimes merge into a single unit – it is all about a straight real-time dialogue between companies, customers and other stakeholders.
