Samenvatting

Social media is a trend in the field of marketing communications. Earlier research has shown that it is of great importance for organisations to embed consumer conversations in their marketing strategy. In our online and branded universe, this will only become more significant in the future.
Unfortunately, too few organisations actually use social media tools to increase their connection with customers and build their brand. "Millions of dollars spent on marketing; just pennies spent really communicating".
Therefore, this thesis will discuss how social media can contribute to
building relationships, creating awareness and ultimately building and
marketing brands. It will also consider possibilities for integrating social media into the marketing communications plan.