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Social media marketing as the new paradigm…159is determined by the number of networks of presence and activity, since variouschannels contribute with diverse tools and facilitate to achieve multiple objectivessimultaneously as well as to target the strategy to different audiences.SMM ToolsTEXTPaid advertising andinfomercialsforosLeaflets , reports ,manuals en pdfformat fordownloadFAQBlog advertorialsWikis (companiesand sector)VIDEO ANDPHOTOSvideos andchannelsPodcastslive stream ofphotos, posts ANDvideos)avatars, logos,photos and imagegraphicsvideogamesINTERACTIVEsocial gamessurveysclient serviceselection of best fanof the monthPosts and commentsSocial listening andweb analytic toolsCreation of thegroups andcommunitiesinteractiveapplications(Doodles enFacebookLeads and landingpagescorporate fan pageCompetitionRankings (ratings)and bookmarkingPASSIVEopt-in buttons in thereferenced content invarious sites andsocial media placesBonos and giftsRecommendationsTagsFansTimeline ANDStreamsGroups and listsGeolocalizationRSSPay-per-clientSocial SEOButtons -like andSharePay- con- TweetHashtagsPUBLICRELATIONSsponsoringinternalcommunication toolslike yammerpress conference andpress note , videoconferences andtweetconferencesSocial Press ReleaseSocial Press Roomssocial leafletsEvents onlineinterviews -tweetinterviesyoutube interviewsFig. 2. Tools of communication within social media marketingSource: authors´ elaboration. 32However, the augmented presence must correspond to the possibilities ofthe control over the marketing strategy by the company in such hyper-connectedand disperse environment as social media. The marketing communication isdistributed in various networks as conversations carried out may vary in its intopics,aspects taken into consideration etc. The partial control over itscommunication is necessary to be executed by the company since it is sharedwith new empowered user that may endanger the brand both in online and of-fline reality. The control in case of social media means the influence exercisedby company over the stream of conversations. SMM strategy must be plannedin coherence to the needs of the company, and supervised by means of SocialMedia Measurement tools to examine the real online performance rmance such as quantitativetools to analyze the number of fans and mentions and qualitative to tensity, fol-32 Although some of these tools may fall into few of the listed categories, the classificationaims to be orienteering towards main and the most popular tools as is based on the dominantformat, type of engagement and the role of PR in the contemporary online communication withclients via social media channels.