On a human scale, the development of a new communicative system (new media), which is often seen as a union of interactive communication technologies and digital media, in which the Internet becomes the main intermediary, continues to develop. As a result, the active development of Internet technologies is increasingly changing the media space, putting new challenges for society and outlining new perspectives that need to be taken into account. The results of the GfK Ukraine research demonstrated a rapid growth of the Ukrainian Internet audience, which in 2017 amounted to 21.6 million users. Inextricably linked to the Internet, social networks that have managed to conquer users around the world. At the moment, the most users are Facebook (62.18%), Pinterst (16.12%), the third line on YouTube (8.71%), and Twitter on the 4th (8.17% ) The development of social networks actively modifies communication, outlining new forms of contact with content producers with consumers, especially in the marketing communications system. Social Media Marketing (SMM) is a relatively new field of activity for modern enterprises, which they are actively mastering regardless of the scale and specifics of their activities. The uniqueness of social media lies in the fact that they enable the enterprise to interact directly with consumers, without the intrusive effect of traditional marketing technologies. SMM benefits include a low cost of promotion; availability of a wide audience; the ability to carefully select the users who will see the advertisement (ranking of the target audience by social parameters: age, place of residence, interests); gradual development of the image, which will continue for a long period of time

communication; media communication; social network; marketing of social networks; information society; media space