Online communication has become an inevitable way of communicating in the era of digital era, and social networks have become a virtual space where online communication becomes bidirectional. One-way communication in marketing communications on social networks loses its value. Interaction becomes indispensable in establishing the relationship between the inside and the consumer. The importance of online communications has also been recognized by cultural institutions that increasingly include, along with their basic communication plan, a social communication plan. The research focuses on online communication of the Gavella Theater, and explores ways of communicating with the target group through the social networks which theatre uses and the theatre’s official website. The content analysis method was used to quantitatively investigate the interaction between the theatre and the users via the social networks Facebook, Instagram and Twitter. It was confirmed that the Gavella Theatre most frequently publishes informative content that includes basic information about the show, without encouraging users to any form of interactivity that would involve sharing content, commenting or any other form of interaction. By quantitative audience research, we have confirmed that the target audience finds the content of the play the most important, which is almost unpublished in social networks. The focus group confirmed our initial conclusion that the interactivity of disclosures is the most important factor in online communication.