The internet has grown into a mass medium and has become an integral part of today's society. For millions of people, daily interaction with social media, such as Facebook, is already a routine part of life. In Germany, 78 percent of internet users are already registered on at least one social network. As a result of this shift, companies have also had to adapt to the trend. Adjustments have been necessary not only in the fields of media and marketing but also in processes and communication within companies. For this reason, social media marketing has become a significant component of the overall marketing mix. With millions of people actively engaging with social networks every day, new networks and applications are emerging simultaneously, and the usage and functions are evolving and developing further.