Abstract
Today, there are, on the one hand, the traditional media which use a transmitter that broadcasts a single message to targets audiences, and on the other hand, social media which include everyone, which is both the broadcaster, and the target.
"Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many to- many model, rooted in conversations between authors, people, and peers". (Brian Solis,2020: web site.
Social Media uses the web to turn communication into interactive dialogues, and to make information available to everybody. It evolves by providing platforms and networks, which contribute to the transformation of content consumers into content producers. It exists under different forms such as forums, weblogs, social blogs, micro blogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. Thus, more and more companies refer to social media or new media as a way of strengthening their strategies, and having a wider distribution.
Indeed, now Medias are fragmented into a multitude of channels and perspectives. Information flows in every dimension and is largely multidirectional. However, with this mass of information growing year after year, audiences are more knowledgeable and
therefore more demanding. Moreover, many individuals and businesses have adopted Social media. Indeed, more and more companies refer to social media or new media as a way of strengthening their strategies and
having a wider distribution.
In this case study, we will discuss in detail, how the famous company Swarovski uses social media.
