ABSTRACT
This chapter seeks to fill the void of information regarding the practical aspects of using social media. It provides a relational typology crossed between the company and the customer-consumer. The chapter reviews the use of a systematized typology will ensure success in the use of bidirectional social media for consumer-business relationships (C2BR). It examines the concept of trust and its extension in the online context in order to highlight differences to trust in a traditional situation. However, social networks present their own specificities, which oblige companies to adjust to certain norms expected by Internet users. The chapter presents a typology of communication strategies, which ensures success in using social networks for a business-to-consumer relationship (B2CR). Associated with each other, they list the essential stages in managing a social network, which are crucial for a company to develop the trust of its consumers.
