This article covers the emergent trend of branding on social media. Growing power of the internet outdated traditional ‘’push’’ marketing techniques, creating a need for a new marketing model that would be based not on broadcasting brand message to the customers, but on dialogue with customers, hence acknowledging their wants, interests and opinions. The article sheds the light on the challenges and opportunities that emerge when brands go viral and start communicating with the customers via social media. The case study of Virgin Atlantic Airways is applied to depict how brands can successfully sculpt customers’ attitudes towards the brand and encourage them to engage with the brand at a higher level. Virgin Atlantic is an excellent example of a brand, which turns the challenges to its advantage, and managed to refine its branding on social media to foster positive attitudes and engage customers effectively.