The use of social media in communication and branding

Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate image and branding the paper discusses the reasons for companies’ interest in this form of communication, its application in the internal communication system as well as the benefits and risks of a brand engagement in social media. According to the research presented in the literature and our own study social marketing has become an important and desirable channel for image building and brand promotion.