The management fashion literature has highlighted the role played by business media (i.e. print media outlets) in the diffusion and dissemination of new management concepts and ideas. However, in the last few years, we have witnessed the emergence of social media. Recent research has shown a widespread adoption and usage of social media both in among the general public and professionals in the business community. To date, however, management fashion researchers have not addressed the question of whether social media change the structure and workings of the management fashion market and the ways in which management concepts and ideas are diffused. This article provides a preliminary conceptual elaboration and analysis of how different social media platforms may influence the diffusion and dissemination of fashionable concepts and ideas. The analysis has several implications for research on management fashion.