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Social web tools and uses give multimedia contents a very significant place within new communication practices. Relationships between new mediation areas opened by social web and multimedia contents do not fit in a simple linear and sequential innovation transfer process but appear more as the result of a highly benefic symbiotic system. In the first part of this communication we will outline the particularities of these relationships and then we will focus on new uses and practices they produce. In the second part we will present conclusions of a study about social Web tools and cultural or leisure institutions communication.