Social media have become an essential part of everyday life of an average person. Social networking has changed almost every aspect of our daily life, making information and communication within the reach in a matter of seconds, especially when it comes to marketing and advertising. In marketing, both the traditional one, where ads are inevitable and surrounding consumers on every step road ads, newspapers, television, etc., and in modern marketing, which includes this traditional version of marketing, but also tries to implement new ways of advertising and brand presence. Social media have deeply changed the way marketing works today, adding another component to the bare definition of marketing social media marketing. This term has become an integral part of the modern world marketing, a vast area changing constantly and rapidly from day to day. Consumers are used to frequent innovation so much that they are expecting even more creativity and innovational treats to keep their attention and loyalty on point. Social media marketing uses the principle of social media networking in order to enhance brand exposure and to deepen relationships with the customers. New positions are being formed in companies in order to manage communication strategies and customer relationship. The goal is to create content interesting enough to be further shared and commented. From the customer perspective, social media marketing makes it easier to find and share different experiences about the product, whether those experiences are positive or negative. Social media marketing gives a valuable feedback to the company about their product placement, experiences and opinion of their customers, making it easier for them to create a product designed exactly according to their customers.