Companies use social media to share information with the outside world and to interact with the community. Social media also helps bringing attention to brands and products. Through regularly posting content and trends, firms can get into a real interaction with their customers and are then able to use this to develop strategic actions. Social media thus allows to generate additional knowledge that can subsequently be used in a business context. It gives also the opportunity to get an overview about the acting of other players in the market and to create a benchmark. Due to the fast-moving nature of social media and its content, companies have the possibility to act at short notice when it comes to new developments and to identify trends. The learning curve for companies thus goes beyond the posting of content, as they get the possibility to react to the opinion of consumers through comments or feedback.