Eureka! Institutional Repository

Today the Internet and the tools of interactive social media have become an integral part of many people’s daily lives; as a result in order to attract the maximum number of customers business must include the social media tools in the list of its used communication channels as well. This paper analyzes the possibilities of the present day business communication within social media, highlighting the specific business communication objectives and their characteristics applicable within the interactive space. This article also presents the research of the communication objectives of the Lithuanian mobile communication companies within social media, which reveals the practical application of the interactive communication features, including both the expression of the specific communication objectives, and the feedback of the social media users.