Social media has drastically changed the way companies promote and communicate their brands and products. Using social media within the marketing-mix is no longer new to marketers and brand managers. Nevertheless, this does not mean that every social media campaign turns out to be a great success. In fact there is a fine line between the message you as a marketer intend to send and how the customers perceive or interpret it in reality. The power to influence the brand image and its reach remains no longer with the brand managers themselves, but has shifted onto the customers that are now able to alter the brand’s image through social media (Fournier & Avery 2011)