Social media has gained popularity in recent years as an advertising tool; Nowadays, companies use social media to advertise their brands and products. Red Bull promotes a particular lifestyle on social media focused on energy, sport and performance rather than on its product (Carlier, 2013). Red Bull has integrated different types of social media to reach its target market. Next we will find out what the different types of social media tools are and which media are the least effective for Red Bull to use.Red Bull is an Austrian company founded in the mid-1980s. It not only launched its first product, but a new and different product market. In 2013 they sold approximately 5.387 billion cans worldwide. They also sell their drinks in over 166 countries (Red Bull the company, 2014). They focus on young culture and extreme sports. Red Bull relies primarily on social media; therefore, it has been the driving force behind their advertising and promotions, which they heavily depend on (Carlier, 2013). Red Bull's main message: "It gives you wings." Their main social media is Facebook for marketing. Their Facebook page was ranked among the top 50 branded pages on the world's largest social network (The Content Strategist, 2012). Their main page has over 42 million likes (Facebook, 2014). They have other Facebook pages, dedicated to other sponsored events and activities (Heit, 2013), such as Stratos Balloon, X-Fighters, each of these pages alone is extremely close to a million likes, and the Music Academy is over one million likes (Carlier, 2013). On their main Facebook page they usually publish one or two posts, however it is very rare to find a post that contains an image of the Red...... middle of paper......schitz-on- brand-as -media-company [Accessed 17 February 2014].• Mims, C. (2013), Who actually uses Google+? Exactly who you would expect. [online] Available at: http://qz.com/156733/who-actually-uses-google-exactly-who-youd-expect/ [Accessed February 23, 2014].• Moth, D. (2013 ), How Red Bull uses Facebook, Twitter, Pinterest and Google+. [online] Available at: http://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google [Accessed: 17 February 2014].• Red Bull, (2014) , Red Bull the company - Who makes Red Bull? Red Bull Origin :: Energy drink :: Red Bull. [online] Available at: http://energydrink.redbull.com/company [Accessed: 17 February 2014].• The Content Strategist (2012), How Red Bull fuels its Facebook community with winning content. [online] Available at: http://contently.com/strategist/2012/02/15/red-bull-facebook-page/ [Accessed: 17 February 2014].