This study aimed at describing and analyzing the process of new venture creation using social media. The empirical evidence is based on the creation and development of Casar é Fácil, a wedding planning service that started its activities in 2006. The literature review included theories on relationship marketing and media evolution to understand the marketing management process based on the use of social media as a firm’s primary communication channel with its customers. To provide a better understanding of the context of the case study, it was necessary to analyze the social media phenomenon and the wedding market in Brazil. Company data were retrieved from documental research and interviews with the entrepreneur and founder of Casar é Fácil. The analysis focused on the advantages and disadvantages related to the use of social media in business, with special emphasis in a startup’s initial steps.