Thanks to social media companies have a new digital and interactive tool to reach for public. Customers use social media to share contents of different kinds on the web: personal experiences, opinions and suggestions about brands and products. It is not surprising that the use of social media in the brand policy is growing exponentially. Yet, the vehicle through which multiple aspects of social media (blogs, forums, and social networks) contribute to the success of emerging brands and reinforce well-established marks still needs to be fully understood. This manuscript, after a preliminary analysis of the social media’s role in brand policy, highlights and analyses the results obtained by a Tuscan footwear company that combines traditional commercial tools with Facebook to promote its brands and new products.