In recent years, important changes have had an impact on economic and social life. The Internet makes no exception, it provides a lot of opportunities, like interaction and customization, and it can be used by both consumers and organizations. Should not be overlooked the fact that organization is no longer the only source of information for consumers, Internet provides them an enormous potential of information and communication and the possibility of interaction with each other. The main objective of this article is to find an answer to the question: how can we integrate the Internet in organization's communication activities, so that we can obtain synergy?
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