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Based on the observation of the market and the need for a change in the process of creating the marketing innovations in service companies in Szczecin, the author adopted as the aim of the book the identification of the new marketing solutions for the service market by way of an evaluation of the possibility of taking advantage of social media potential and social media activities carried out by local companies. In assessing the tools characteristic of new media and the attitude of companies towards these tools, an attempt was made to identify opportunities for companies to use social media. As a part of the research, a questionnaire was used that was targeted at owners and managers of local companies from Szczecin. The study was expanded to include virtual ethnography, which involved the observation of a company's profile on social media. The book presents a proprietary classification of social media by social channels and their functions. The author has paid particular attention to breaking down social media not by the technology they use, but by their practical applications.