Social media is a relatively new phenomenon that has had a huge impact in the way we communicate in recent years. Today it is used daily by almost everyone and has become a billion dollar industry where corporate existence is increasing by every day. But there is not entirely safe to work with social media since customers and visitors can make comments and investigate what others are writing about the brand and form their own opinion. The purpose of this study is to explain the potential advantages and disadvantages for organizations in vulnerable industries with a focus on insurance companies who works with Facebook. The paper takes its starting point in the convergence culture that explains a cultural shift where consumers are encouraged to search for new information and combine content from different media. This is supplemented by a study by de Vries et al. (2012) who has analyzed what factors determines the popularity of a brandpost. In addition, brand-building theory, communication theory, relationship marketing and transparency is utilized to answer the essays questions and achieve the purpose of this study. The study was made with the help of a triangulation-method including interviews, qualitative analysis and a quantitative method. By performing a triangulation, the combination of these methods creates a greater understanding of the industry and more reliable data. The results of the study show that all insurance companies have a positive attitude to social media and understand the increasing transparency it brings by working with Facebook. In addition, the study shows that an integration of social media in the marketing mix should be prioritized so all elements are working to achieve the same objective. To create a successful posting in number of like-markings the study shows that it needs uniqueness, a unique date or event. In order to create more awareness for these unique posts, it should be published with a photo or video. Furthermore, the quantitative results shows that having a strong brand creates no obvious successes in social media, what mainly matters is the work being performed.