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A few years ago the issue was effective connection between online and offline communication. With the expansion of smartphones the mobile fully entered the scene and is changing the experience of both businesses and users. How to connect online and offline via mobile? Why mobile (micro) social networks work? How interaction creates content? What are the pros and cons of using mobile social media elements for marketing purposes? Let’s explore parallel mobile worlds coexisting with the real one and also have a little look at their future with the question: is today’s digital tomorrow’s real?