<p>Social media has changed the way that corporations can communicate with their target groups. Instead of using one‐way communications that has been significant for traditional massmarketing, social media has given corporations the possibility to truly interact with their clients and through the interaction build strong relationships. The interaction is an ideal process for corporations to create brand associations and strengthen their brand equity to position their brands in the minds of the consumers. But social media is also a devious medium because everyone are invited to contribute their opinion and news travel fast in social atmosphere, success and crisis can appear fast and out ofnowhere. Therefore corporations who have the desire to implement this tool in their communications strategy have to carefully plan their every move to prevent disaster. This is the context of this thesis and the purpose is to understand this process and offer a framework for businesses to us.</p>

Social media has changed the way that corporations can communicate with their target groups. Instead of using one‐way communications that has been significant for traditional massmarketing, social media has given corporations the possibility to truly interact with their clients and through the interaction build strong relationships. The interaction is an ideal process for corporations to create brand associations and strengthen their brand equity to position their brands in the minds of the consumers. But social media is also a devious medium because everyone are invited to contribute their opinion and news travel fast in social atmosphere, success and crisis can appear fast and out ofnowhere. Therefore corporations who have the desire to implement this tool in their communications strategy have to carefully plan their every move to prevent disaster. This is the context of this thesis and the purpose is to understand this process and offer a framework for businesses to us.