With its intense development, the Internet has become a significant marketing medium that is an indispensable business factor. With the emergence of social networks, there have been significant changes in marketing and the way companies communicate with customers. Facebook, Twitter, Instagram profiles were initially individual channels of communication within a certain group of people, and today they are used by media companies, whose communication is dispersed on several platforms. This paper sought to establish the role of social media in the communication of media concerns - Hanza Media and Styria in Croatia. This paper presents data on the use of social networks by representatives of 29 channels / edition of Hanza media and 22 channels / edition of Styria. Social profile profiling has shown active use of active profiles, and Facebook as the most important social network. The practical part of the paper include research on the role of social media in media communication in Croatia. Research results show that social networks - Facebook as the most important and web site are the main tools for attracting audiences and promoting special offers. Awareness of the essence of social media in the Hanza Media and Styria organizations exist, which has been shown by most of the channels that efficiently and efficiently use it. The paper found that most channels recognize the need for social networks and digital platforms as a marketing communication tool, while the inactivity of others who are not present or active open up space for progress, improvement, education, and further research into the implementation of marketing campaigns within social media.