The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."Social media are media for social interaction, as a superset beyond social communication. Kietzmann et al. (2011) argue that “social media introduce substantial and pervasive changes to communication between organizations, communities, and individuals” (p. 250), enabled by ubiquitously accessible and scalable communication techniques.