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The results of research into the process of grouping authors of printed text messages in social networks are presented. The hypothesis about the possibility of grouping authors based on the results of the classification of their text messages has been confirmed. For this purpose, the virtual robot builds an intelligent monitoring agent for grouping the authors of social network text messages. The peculiarity of these messages is that they are short texts.

Today, the potential of social networks for all types of communication is difficult to overestimate. For business communication in virtual communities, it is important to take into account the socio-psychological features of the participants in the communication process. This actualized various aspects of network identity, virtual personality behavior, and online persona. This study offers a review of the scientific literature on personality prediction based on the analysis of different content generated in social networks.

The communication interaction of Ukrainian academic libraries with the target audience regarding the formation and use of information space is an actual scientific problem. It gained particular importance in remote work conditions during the Covid-19 pandemic. The study aims to develop a methodology for analyzing the communication interaction of academic libraries and the target audience in social media.

The article analyzes the research of the informational image of the institution of higher education and career guidance activities in the social environments of the Internet.  Social networks were analyzed for the formation of the informational image of the units of the higher education institution and for career guidance activities. A formal model of the information image of units of a higher education institution has been developed. The requirements for creating and managing the official page of the unit have been developed.

Advertising is an important component for the financial well-being of mass media. Therefore, editorial offices constantly strive to attract more advertising and advertisers. Currently, a popular platform for placing and promoting advertising messages for mass media is Facebook.

Alcoholic beverage producers contribute significantly to state budget revenues. Among these beverages, beer holds a substantial share, often serving as a vital aspect of social interaction. To stimulate demand, beer producers engage in proactive marketing strategies. This article aims to examine current trends in the Ukrainian beer market, analyze the social media activities of major producers, and propose strategies for their enhancement.

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers.

Over the last couple of years social media have transformed the way in which marketing is carried out. The aim of this article is to present barriers that prevent SMEs to use Facebook for their marketing purposes. This article presents the research results carried out in Lodz Voivodship in Poland.