Marketing strategy dynamics require from an organisation to concentrate its limited resources on promising meet opportunities to its stated objectives and sustain a competitive advantage. An effective marketing strategy should be centred around a specific target market such as Generation Y consumer due to their youthfulness, large size; purchasing power and global identity. Generation Y consumers, also known as the innovative consumer, emerging who an attractive segment for fast moving consumable goods. Social media as platforms as the potential for geometric and exponential influences on the innovative consumers given that this segment of the population are not always responsive to conventional media. In view of this, this study seeks to ascertain how the use of social media platforms can enable organisations to achieve marketing goals and as emerging platforms to attract patronages from the innovative consumers. It is expected the brands who utilise the social media platforms as a marketing strategy to achieve their objectives will by far exceed success as compared to traditional media platforms. Methodically, the research purposively sampled 864 innovativeness consumers (age range 18-35) from South Africa and Nigeria and administered printed questionnaires via pen on paper and online platforms. Data were analysed with descriptive statistics and ordinal logistic regression (OLR). Results showed that for OLR models with organisation social media participation (OSMP) as predictor variable, significant relationships were detected between constructs of organisational marketing goals and objectives and the mean of OSMP constructs. Furthermore, social media platforms are more cost effective than conventional media platforms. It is suggested that brands should optimally utilise social media platforms to attract the patronage of innovative consumers in order to achieve marketing goals and objectives.