This paper discusses the latest developments in the field of social marketing. The modern commercial marketing theory provides the basis for the concept of social marketing. The role of social marketing in gaining advantages in the health sector, environment and community is described. Social marketers can now use modern media to involve vast majority of customers more intensely and more closely than ever before at the right time and right place. The rise and widespread recognition of social media such as mobile phones and social networking sites provide new perspectives on how to make the best use of limited resources. Finally, the main idea is to break free the concept of social marketing from traditional chains towards the evolutionary path of the service marketing.