Social media have become one of the main communication channels and ways to reach customers and fans of the brand. It is also one of the most popular elements of marketing communication, without which it is difficult to establish a relationship with the recipient. Because it is mainly about relationships. The essence of social media is to establish contact with customers or potential customers, and this contact, unlike classic advertising, can be mutual. However, in order to achieve the desired results, social media should be run with a cool head. One of the key rules here is regularity.