Samenvatting

One of the most significant changes with regard to the use of internet is the transformation of passive information users into active actors, who increasingly create the content of the ¨World Wide Web¨ (WWW) themselves.
Along with these changes, the economic impact of established media declines and experts expect heavy socio-economic and political implications Online social networking changes the way information is transferred. Thanks to the variety of online social network Websites such as Youtube, Facebook, MySpace or Twitter, people are gradually finding it a lot easier to connect with each other. In fact, customers start to define their own perspective on companies, products or brands. Consequently, some companies, including
Ultrafemme, are learning to tap into this potential to their advantage.
Ultrafemme (also referred to as UF) has lately been acquiring online social networks for considerate amounts of money to adapt its business models to the new environmental conditions and to reorganize its company for the future because UF understands the importance of the networks value through online networking web sites. Besides, the commercial promotion methods have changed recently. Consumers have less confidence in media and advertisements; the power of ´word of mouth´ strongly effects the purchase decision. Moreover, online social networking is a relative new business. The company should prepare for this demographic change in its business.

On the other hand, it is easier said than done to build a social network web site and expect that consumers will come and visit frequently. Besides, online social networking web sites such as Facebook do not only provide a technical platform to maintain and establish the relationship between users, but enable the users to present themselves and their opinion to a wider public.

This research examines the benefits of the used online social network and difficulties of measuring intangible assets. In addition, this research is made to analyze the opportunities that exist for UF in social networking websites and analyzes the use of Social network websites of Ultrafemme and its mistakes. Several case profiles of companies will be given to demonstrate how companies successfully increase their viral marketing via social networking web sites.