The web 2.0 has been the starting point of great changes in our society. Today, web sites are not only used to share information, but also to communicate and link people. We live in the new generation of social networks such as Facebook, Twitter, and Pinterest etc... People are connected, share ideas, opinions, likes, pictures of every day.

This new phenomenon led companies to adapt or change their strategies of communication with their customers. Because people share their likes and tastes on Facebook, Twitter and other social network, there is a massive source of knowledge for marketers.

Youtube is a very popular social network to broadcast videos, are some companies are using it to share their ads or values. Are Leroy Merlin and Brico Dépôt active on Youtube ?

The explosion of the DIY and specialized emissions contributed to make of the do-it-yourself and the decoration one of the favourite leisure activities of the French. Nevertheless many French continue to use a knife as a screwdriver: the support of the specialists of the sector is essential to maintain the enthusiasm of the consumers and bring them towards more dexterity.

Did the main market players understand the stake in the social networks for their business and the relation with their customers? To answer this question, we analysed the websocial communication of 4 main French market players: Leroy Merlin, Castorama, Mr. Bricolage and Brico Dépôt.

As we said before, Leroy merlin is a very positive brand which has a strong history on the Do It Yourself market.

The success of Leroy Merlin is due to its high quality products and services, plus a smart communication strategy and a successful philosophy. In its consumer’s view, the retailers is perceived as unique, charming, and trustworthy.

The consumers perceive those two brands in different ways. They both have a big potential of development in the Do It Yourself market. To understand the contrasts between those two global retailers, we need to analyze the BMS.