Zeszyt naukowy - całość

158Antonio Castillo Esparcia, Emilia Smolak-Lozanocerned. Although, the passive tools based on the minimum effort demandedfrom user usually limited to make a click, are as well common in usage. Theshift in marketing towards communication approach is illustrated by the developmentand implementation of tools originated within public relations but modifiedto fit social media at first and then to serve the aims of SMM. Nevertheless,the grade of utility and application of the above tools may vary dependingof a designed campaign, the grade of complexity in its creation, format, efficiencyand effectiveness in implementation as well as the needs of the brand.However, the major benefits of these tools rest upon the access free of chargein most of the cases and the facility in its management, by both parts involvedin communication process: company and clients. ”Social media provides uswith the tools and the channels to reach people directly. Through this process,(anyone) become part of the media paradigm and (anyone´s) communicationand influence can become powerful.” 30At the final stage of the analyses, it will be introduced the basic and mostcommon tool (fig. 2) that usually integrates the other mentioned in the table:corporate profile in online social network (fanpage or simply social profile). Itis a tool that facilitates the communication with client. Its organization, actualization,level of multimedia implementation, content and community createdwill determine the quality of the communication that might be executed bymeans of this tool. Being a first and common step to perform effectively marketingstrategy in these channels, can be defined as following, if using Facebookexample: “Your Facebook Business Page wall is the “home where your business“fans, friends, customers, and critics can all interact directly with yourcompany.” 31It must contain such elements as: name, photo or logo (alternatively: avatar),biographic note which includes introduction and basic information on thecompany, links to other sites, forum to facilitate discussions and recommendations,promotion of the profile in other online social networks, must be integratedoptimally with other channels and facilities of social media, segmented advertising,shall reach the highest number possible of fans. The quantity of theonline social networks in which the company shall develop its presence dependsof the objectives and resources of the company and shall be subjected to theprevious analysis of internal possibilities. The effectiveness in communication30 B. Solis, B. Breakenridge, Putting the Public Back in Public Relations: How Social Mediais Reinventing the Aging Business of PR, FT Press, New Jersey 2009, p. 112.31 www.facebook.com.