This article illustrates how the advent of the Internet and of social media empowered consumers, and provides marketers with a successful approach to social  media marketing.  Nowadays, consumers have a two-way, close relationship with companies, therefore more interaction and engagement with them is necessary. Companies active on social media have a greater exposure and, thanks to an enhanced word of mouth, have a much higher credibility. However, social media marketing should not be considered as a panacea and it should be adequately integrated with traditional marketing practices in order to reach a critical mass. To better explain how can marketers best adapt, two successful examples of social media marketing campaigns are provided: the Oreo’s Daily Twist campaign and the Budweiser’s knitting-machine campaign.