“…The channels include blogs as a relationship building tool (Seltzer and Mitrook, 2007), a Facebook channel (Ellison et al, 2007;Hughes et al, 2012;Junco, 2012;Lever, 2012;Lewis et al, 2008;Waters et al, 2009), Myspace (Thelwall, 2009) or Twitter account (Fischer and Reuber, 2011;Hughes et al, 2012;Lovejoy et al, 2012) etc. The sector can be, for example, the tourist industry (Illum et al, 2010;Isacsson and Gretzel, 2011;Litvin et al, 2008;Xiang et al, 2009;Ye et al, 2011), government (Bonsón et al, 2012;Rodriguez-Domínguez et al, 2011;Towner and Dulio, 2012), the financial sector (Bonsón and Flores, 2011) or e-banking services (Sánchez-Franco and Martín-Velicia, 2011). Beyond those the Fortune 500 (Esrock and Leichty, 1998;Pettigrew and Reber, 2010) and EuroStoxx companies (Bonsón and Ratkai, 2011) have also been analysed.…”