Social media is a new concept in marketing. It has become top agenda for most business executive today because it provides new platform in marketing. New social media tools like Wikipedia, You Tube, Facebook, Second Life, and Twitter, among others provide unique opportunity for organizations especially those targeting you consumers are major users of social media tools. This paper will be exploring the implication of new social media tools to organizations in term of the opportunities and challenges they present in marketing. Taking a critical analysis, the paper will look at different social media tool and how they have shaped contemporary marketing efforts. As a point of reference, I will use an article by Kaplan and Haenlein (2009) about the challenges and opportunities of social media. The paper will conclude on personal reflection about social media and opportunities they present in marketing.