The case compares the social media strategies of several well-known soft drink brands. It explains how these strategies fit the overall marketing strategy and the brand's positionning. It also highlights the resources dedicated to various communication methods.

T-online, the online arm of the largest hungarian telecom company has just acquired IWIW, a dynamic social network site. The case explores how to set the strategy for the future. It examines alternative business models and various ways to build the community brand of the social network site.