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?

The Internet era has changed the climate for both individuals and businesses. To be successful, a company needs a thought strategy for their online actions. This strategy should preferably be built upon existing knowledge about the specific industry and its characteristics. By segmenting the customers by their behaviour, a company can gain important insights that can help them creating a successful strategy. One possible method to segment a company’s customer is by gender. The existing differences between the sexes are old science, but because of the profound Internet usage these differences have evolved and nowadays also affect the customers’ online behaviour. There are many researchers proving significant differences in female and male behaviour online. The conducted studies in this area suggest that these differences need to be acknowledged, understood and adapted by companies to effectively retain and attract consumers. 

Considering that direct selling is founded on leveraging consultants’ social networks, one might conclude that online social media would be its tipping point to take off sales. However there are rules that companies need to understand in order to harness from social media.  Therefore, this document analyzes the company Tupperware as a case study in order to identify the challenges it faces in the current social media landscape.  

Many have pointed out the importance of having a solid brand identity to drive business strategy (Joachimsthaler & Aaker, 1997; Sinek, 2010). The idea and core values of a brand are elements that make people relate beyond consumption. In the digital world where time and space barrier decrease, both positive and negative interactivity of a brand are harder to contain (Hanna, Rohm, & Crittenden, 2011).

A study showed that the proportion of respondents who thought that a consumer’s buying decision was dependent on advertising had decreased by 59 per cent between 2002 and 2004 (Trusov, Bucklin and Pauwels, 2009). In the same study it was revealed that the share of respondents who found different companies’ advertising campaigns amusing had decreased by 49 per cent between 2002 and 2004.

In the fashion industry, it’s about going ahead and setting the trend or run as fast as you can to not be out of date. What’s happening right now is that the way people communicate and keep connected has been changing because of the internet and so called social networks.  At the end of 2011, 10 billion social media accounts were created (Athow, 2011).