If the pain has not subsided after seven days then it is advisable you seek medical advice and consult your doctor. He may refer you to a specialist for tests or X-rays to see if you have not damaged anything.
It could also mean you may have nerve damage which is extremely painful. This means that you may have tendon issues and the nerves that help your arm and shoulder move has been affected. The tissues may be damaged so it is best to undergo an examination at your local medical facility. You should also not try to do any physical exercise which may exacerbate the problem such as tennis, soccer or golf as all these sports involve intense physical movements your shoulders and arms. If you work out in the gym and you are doing weights, this is also something you should take a break from until you feel better.
Your doctor may refer you to take painkillers or steroids for a short period in order to eradicate the problem but taking steroids on a permanent basis is certainly not advisable and will cause you more long term damage. You should also take the opportunity to book a number of massages to ease the joints and muscles if it is only surface deep. If you decide to do this then it may help in relieving the stress and pressure on your shoulders.