Storytelling is a popular branding concept. The business community is more and more aware of the impact a good story can have on its customers. It is said that telling a catching story about your company can path your way to a winning future.

An important substance that keeps on developing is social media, which is creating new evolutionary ways for companies to connect with their target groups and reach out with massages to consumers. The era of web 2.0 has been the reason for these new rules within marketing. Social media is a category name, and contains many different pieces such as social networking, blogs, mobile applications, chat rooms and video and photo sharing.  The idea of bonding with them over social media is to get a two-way communication and create a deeper and closer relationship to the consumers (Scott, 2011)

The last years’ changes in Internet use have changed fundamentally and social media is one reason for this change.

In today’s society everything moves fast, both people and communication, and communication between people is going faster than ever. Just a few years back we phoned places and now individuals. We do not need to sit at home anymore in front of our computers in order to stay connected because we carry them around in our pockets. It is easy to stay updated on all the latest news as an individual that use social media. But if you are not in social media, you are in risk of missing out on the latest, even if it might have some good effect on your wellbeing according to Henderson (2012). But how does this work for organizations? Is an organization all lost if it does not engage in social media? Is social media necessary for every organization?