Polish public media companies are facing strategic choices which are promising but difficult to implement. These exceptional opportunities are especially important to the regional media and they refer to both the Polish Television as well as the radio stations. They result from the deepening of the strategic gap created as a consequence of the erosion of the competitive advantages of traditional providers of media content, particularly regional press. In the face of a lasting trend of dropping sales and readership (and consequently advertising revenue) of newspapers and their weak position in the new media, there is now space for development which can, and should be, filled by the public media. The use of this strategic opportunity may accept the obligations of the public media – which result from their public mission – with providing high – quality media content and it should be based on the strategy of public media companies “the television and radio interactions”.

The phenomenon of “the always connected traveler” has been witnessed in the aviation industry during over the last decades. It refers to the actions of air passengers who use mobile devices at every stage of their journeys. The changes in travelers’ behavior and the development of mobile technology contributed to the transformation of marketing strategy in the air service market. This paper investigates the determinants of the airports’ presence in the social networks especially their brands’ presence on Facebook.

Creating a personal brand is when the current market conditions one of the most popular activities undertaken. Personal brand is gaining on its potential value also becoming emotional nature. The bond linking her with her repeatedly buyer goes beyond the standard approach of strategic communication campaigns. Based on the recipient’s emotions, trying to be the most engaging, with time, become an important part of life recipient. Same social media are tools, usually unpaid, allowing in a permanent dialogue with existing fans of the brand and potential future – because it allows also to establish contacts with people. Building this special bond is possible through continuous contact with the customer, based on dialogue. Perfectly suited such a situation of social media. Thanks to the activities in social media, the brand becomes visible to humans. In addition, they allow you to create your own content. Such tools are blogs – or online journal, video and photo sites, social networking sites, forums, and even podcasts and Internet radio. One of the most frequented social networking is Facebook. It was he who offered the holidays due to the possibility of actions that may be in the context of use has become much preferred tool for creating personal brands through building relationships and customer relationships. The successes generated by the personal brand using Facebook to relational activities are no longer just incidental but with proper involvement of the same brand become almost the norm. It is an excellent source of motivation but also an innovative idea for a business activity that is thanks to the strong personalize these actions may allow to generate a completely new quality on the market.