Social media for innovative marketing strategies is a work which discovers the dynamics that shape the new web environment of social media and how these instruments can be exploited form organizations in order to improve the customer relationship management. In doing so, theory concerning web 2.0/3.0, UGC, social media, network externalities and CRM have been revised in order to construct an accurate analysis of the upcoming marketing opportunities resulting from the new web scenario. The inquiry is further narrowed down by the observation of Starbucks as a case study and its involvement into social media marketing. The overall dissertation ends up with a new social CRM framework tailored on Starbucks features with the aim of strengthening the value of the findings from an empirical perspective.