Social media are a new opportunities to promote and communicate with customer or potential customers. They are part of everyday life and for the most part inevitable. It is for these reasons that they can be used as an additional tool, ie a channel for communication and promotion. Social media are the most popular websites today and hundreds of milion of people use them today. Foreign networks such as Facebook and Twitter are the most represented in the Repubilc of Croatia today. Engagement rate is a indicator that is often used when analyzing social media. The parameters taken into account are the nuber of likes, shares and comments. It is used to assess a company's performance in analyzing competition. This indicator is important because it means that more interaction with customers means better content. Reaching new users through social networks has become increasingly difficult as the number of competitors has increased. A sponsored post is a content that a company pays to promote. These posts are displayed on the social media of the company, however their visibility is higher than ordinary posts due to paid promotion. Social media ads have become an important part of marketing strategy in modern business. An important factor to consider when choosing between sponsored posts and ads is that the ad does not appear on the social media wall of the company. Keeping in mind that ads are specific and only seen by certain users in mind, the ads do not carry the risk of reducing the interest of followers / customers already gained. Public relations is a two-way communication between the company and the public, unlike advertising which is communicates in one-way. Public relations deal with establishing and building relationships with the public that is important to an organization. In order for companies to be able to manage public relations, they can not only communicate, but support their words with their overall behavior and actions. The paper conducted a survey during the August of 2020. The respondents filled a questionnaire, with the sample being 100 respondents of different age groups and occupations. The results of the research showed that a large number of respondents encounter sponsored posts and spend more than 4 hours on social media, but do not pay attention to the posts. However, respondents believe that companies need to communicate with their customers through social media. The paper presents and analyzes the example of the American fast food chain company Wendy's.