Online communication, and specifically social media, have been recognized as particularly significant challenges in communication management. Hardly any company now forgoes monitoring discussions on the internet and implementing its own communication strategies in the social web. Central aspects for PR and organizational communication are changing rapidly: public opinions can now emerge much faster. New forms of opinion formation can be observed, which increasingly deviate from the mechanisms of mass communication and are instead the result of network-like processes. In this environment, new forms of participation are also emerging, made possible by appropriate low-threshold tools on the internet. From an organizational perspective, this changes, among other things, the creation and maintenance of reputation and the management of stakeholder relationships.