Social media are defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” (Kaplan and Haenlein 2010, p. 61). Without any doubt, social media and UCG have become a reality for millions of individuals and corporations. If it were a country, the social networking site Facebook would be the third most populated one in the world, with its over 900 million users. The collaborative project Wikipediawith an impressive 22 million articles has over 370 million readers worldwide and is undeniable a key...