The outcome of this paper shows that Web 2.0 tools offer many possibilities in order to retain customers and especially the two applications Facebook and Twitter can be used therefor. However, by implementing Web 2.0 tools into a company's marketing strategy also problems can occur, especially if not used with sufficient knowledge. Looking at the example of the social network platform Facebook, one can see that the wrong utilization of corporate pages can lead to inconsistency of the published information and the general company image.

Furthermore users can feel over-spammed and thus,...