Individualizing consumers in large international companies sounds almost impossible. But when you rephrase the word to customization it sounds more familiar. The online presence of companies makes interaction and data extraction more accessible. Extracting individual data from consumers enables you to customize your content and your future interaction. It’s a full circle starting with among other things interaction to gain knowledge/data for the purpose of customizing future interactions. What I want to highlight by this post is the value created by viewing the consumers as individual identities and how this can help you interact using social medias.