This research explored a potential working framework for using social media as a marketing channel. Based on
an extensive literature review and a multiple case study, important factors for using social media have been
identified. Companies should provide relevant information, show signs of real behavior, and design remarkable
campaigns in order to enhance interaction between and engagement amongst customers. This should be the
ultimate goal as interaction and engagement allow a company and its communicated message to be accepted
and adopted by the crowd more efficiently and effectively. Future research is needed to test and enhance the
framework. The research is relevant for practitioners and scientists as it provides new and further elaborated
insights on the use of social media as a marketing channel.