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The paper Establishment of business presence on the internet and online social media presents the new reality in which customers are more important than ever. As 58% of consumers actively search for products and services on the internet, businesses must take active steps in order to capture the area of market that is still not fully understood. The report cites relevant studies, most of them published last year, on the topics of online marketing, e-commerce and social networks – with special focus on two most popular communities, Twitter and Facebook. The researched data is accompanied by comments from experts on new internet technologies and documented cases of successful and failed online social interactions from global brands like Levi’s, BP and Starbucks.