The lecture reviews briefly the elements, characteristics and specific manifestations of social media. It presents the domestication of the online social networks and online marketing tools in Hungarian libraries. We emphasize the importance of the webergonomy, the usability, the web text writing, the content marketing and the development of networking links.

In our presentation we illustrate with practical examples the opportunities of WEB 2.0 applications applied in the Library of University of Pécs. Further, we provide an insight into the tools of social marketing (e.g. appearance in Internet, virtual communities, new tools of communication and technology, increasing the number of visitors) by the detail of the web features. We point out based on our experience the effectiveness and the economic profitability of online social media, especially the opportunities of blog marketing, Facebook marketing and email marketing. Finally, we compare them shortly with the content community activities of other university libraries.