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Social media—a blanket term referring to an array of digital technologies enabling social networking and information exchange—has become ubiquitous and a part of everyday experience for most people. Social media use spans a range of demographic, professional, societal, and political boundaries. Social media usage is also embedded in the broader technological advancement of the current era that is transforming how people live, work, and interact with one another. For pharmacists and other healthcare professionals, social media platforms offer exciting opportunities that can be harnessed to develop one's professional brand, support lifelong learning, and augment professional obligations of promoting public health. In this issue of JACCP, Dixon and Reed discuss several benefits of and criticisms leveled against social media use. According to the authors, opportunities are ripe for effective use of social media in the areas of professional branding and networking, professional development opportunities, scholarly engagement with peers, as instructional tools in academia, and engagement with patients. The authors also highlight common criticisms including the potential to create echo chambers, threats of misleading information to spread in a viral fashion, difficulty in establishing accuracy and veracity of information, and concerns related to information privacy. The authors posit that following a structured approach—which they abbreviated as ABCDE for Analyze, Brainstorm, Create, Disseminate, and Evaluate—can guide pharmacists to create and disseminate engaging and useful content. We commend the authors for providing a detailed summary of the pros/cons of social media and a framework to assist pharmacists in creating social media content. In the sections below—and building on Dixon and Reed's work— we reflect on the opportunities, current challenges, and unresolved issues around social media use within the profession of pharmacy. By framing the issues in the context of four common domains—teaching/ learning, engagement, patient care, and research/scholarship—our goal is to spur further discussions that we hope will benefit pharmacists and their organizations.