Over the last two decades or so, a large number of plasmon based approaches to molecular analysis that goes beyond traditional surface plasmon resonance (SPR) methods have been described in the literature, including techniques based on Fano resonances, single particle analysis, metamaterials, chiral structures and new molecular contrast mechanisms. Much of this development is propelled by the ever-increasing needs for more sensitive, rapid, cost-effective and/or precise molecular analysis in the health care sector. In this presentation, I will discuss several recent studies that utilize the extraordinary optical properties of plasmonic nanostructures for analysis of molecular layers. Examples will include measurements based on surface-enhanced Raman scattering, enhanced fluorescence, localized surface plasmon resonance (LSPR) spectroscopy and optomechanical analysis of laser tweezed nanoparticles.