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Sammanfattning: Today's consumers are demanding more and more from companies and are no longer as easy to im-press as they used to be. It is now the consumers that hold an increasing amount of power over com-panies and not the other way around. This change in consumer behaviour has caused an identity crisis for traditional advertising, and companies are now searching for new ways of reaching their target audience. The purpose of this combined qualitative and quantitative case study is to examine possible risks and possibilities that a retailing company face when communicating through Facebook. Data has been collected through in-depth interviews with company representatives combined with a quantitative study of the company's Facebook followers in order to answer the questions of (1) which possibilities and risks a retailing company face through the use of a Facebook fanpage and (2) if there is a differ-ence in the attitude and behaviour of active respectively passive followers that may have been caused by a retailing company's marketing communication on Facebook. Implications that can be drawn from this study are that companies have a huge possibility to build and strengthen a relationship with their consumers through marketing communication on Facebook. There is also the possibility of increased word-of-mouth through having a dialogue with ones consumers. A risk however lies in the increase of negative word-of-mouth, but through attentiveness and the use of considerate communication it is possible for companies to minimize this risk. Furthermore a differ-ence was found between passive respectively active followers, which in turn indicates that another possibility lies in identifying active followers as this group can be considered to be highly loyal to-wards the brand and through that help facilitate positive word-of-mouth.