Social media are no longer used to just generate visibility on various channels. Rather, social media offer platforms on which the customer experience is the most important factor. Companies can spread their corporate culture through multiple channels, giving customers an even greater sense of integrity. Alongside brand identification, social media provide a platform where customers can share their experiences. In this way, negative experiences can be dealt with directly and transparently while positive experiences can be understood as direct and cost-free image care. It is essential to understand the customer and to publish content according to the customer's wishes. One of the most challenging tasks in managing social media is to respond quickly and professionally. Only then customers feel taken seriously, and the aim of social media is used.