Although definition of social media vary i focus and format(Definitions, 2009), social media are not social marketing. Social media can be communication tools and channels for social marketing, networking typical of social media is not the social marketing that has been defined and practiced since this term was born in 1971(Kotler& Zaltman, 1971). The confusion between social marketing and social media has given rise to a serious challenge to the identity of social marketing as a field of practice, research, and education. To clean this muddy water" is a battle that all social marketers have to fight right now and in the years to come.