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The disruptive potential of social media in generating participation and networking has been readily exploited by marketers and politicians. The power of these digital networks can be used by individuals and groups for good causes, to have a positive impact on the society at large. Social media platforms are starting to be used by citizens for promoting social causes, creating community engagement to answer societal needs. Yet, precisely because social media platforms have a viral effect, they pose completely new challenges: (1) emerging from a crowded environment, (2) monitoring/managing the truthfulness of information and (3) taking into account cultural differences and preferences. Two exemplary cases of social campaigns based on social media platforms are provided - Kony 2012 and Soita Mummolle - to illustrate typical challenges and potential solutions. Future research directions are proposed.