Social media are websites that, among a large number of activities, provide users the opportunity to produce and share interactive content via the Internet. Today exist several types of social media that exist and most popular of these are social networks and blogs. Social media in addition to being used for private purposes is also an increasingly important tool in the business world. As online business has become increasingly popular, social media has emerged as an ideal environment for achieving organizational business goals. With the rise of digital media, and specifically of social media, the concept of interaction has become structural part of social media, so over time, interactive communication has developed into several forms. The types of interaction in the online environment are: mass, interpersonal and computer. Over time, social media has become an inevitable channel for communication. Through the growth of communication from a model of one-way process to a two-way process, dialogue and feedback play a major role. With the advent of the latest two-way public relations model, organizations have the opportunity to build relationships with their audiences through social media in a simple and productive way. Two-way communication to be successful requires a dialogue in which the organization and the public are actively involved. When an organization wants to achieve a successful two-way communication model, it must examine and respect the views of the public and provide the correct feedback. Encouragement of a two-way symmetrical model of communication can give a rise to a better relationship among both side of participants in communication.