IntroductionTechnology has transformed the world as we know it, and our lives today are significantly different from those of our ancestors. The use of electronic devices and especially in combination with the Internet has become almost a necessity. Over the past decade, Internet usage has been significantly influenced by the use of social media and has radically transformed Internet use. Understanding the impact of social media on a personal, social and even institutional level can use it effectively. Social media is a platform that enables interactive communication between individuals, communities and organizations. The authors of "Users of the world, unite!" define social media as a “group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that enable the creation and exchange of user-generated content” (Kaplan & Haenlein, 2010). Social media acts as a platform to collaborate in social interactions and also continuously evolves the opportunities for interaction. By understanding the challenges and opportunities of social media, it is possible to introduce substantial and persuasive changes in communication (Kietzmann, Hermkens, Kristopher, Ian & Silvestre, 2011). The purpose of this research is to identify the building blocks of social media, the opportunities and challenges in using social media as a platform for effective communication, understand current trends and understand future possibilities. Problem Several social media platforms have emerged in the last decade and each of them is significant in its own way. Using a single social media platform can be advantageous, as it will limit reachability and defeat the actual purpose of the communication. Like ... half of the article ...... aatarjav, E.-A., & Dantu, R. (2011). Current and future trends in social media. 2011 IEEE Third International Conference on Privacy, Security, Risk and Trust and 2011 IEEE Third International Conference on Social Computing, 1384–1385. doi:10.1109/PASSAT/SocialCom.2011.125Ellison, N., Lampe, C., & Steinfield, C. (2009). FEATURE Social Networking Sites and Society: Current Trends and Future Possibilities. Interactions, 6–9. Retrieved from http://dl.acm.org/citation.cfm?id=1456204Kaplan, A. M., & Haenlein, M. (2010). Users from all over the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003 Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Be serious! Understand the functional building blocks of social media. Business Horizons, 54(3), 241–251. doi:10.1016/j.bushor.2011.01.005