Whether it is called consumer society, consumer culture, or even consumer capitalism, all these concepts draw our attention to the increasing importance of consumption with respect to production. The paper wants to discuss how the sphere of consumption is affected by changes provided by the opportunities coming from the social network. The consumer-brand-product relationship is evolving rapidly and in recent years the consumer seems to get more power thanks to the opportunities offered by the web 2.0. Markets and brands are more and more interaction oriented, requiring the active participation of consumers to increase their value and to be considered as authentic. Prosumer was the term used by Toffler in the early eighties to define the merging between producer and consumer. It is still nowadays a key concept; however today it has to be considered in a new perspective: either opportunity of increasing power or another kind of exploitation.