In the Graduate thesis, the overview of the social media is presented through the prism of their development parallel to the growth of the internet as a tool without which it would be impossible to imagine modern communication. It is analysed how the social media has changed the journalist profession, how have the journalists used it to change their style of work and how has the social media as a platform for faster, simpler and more open communication bring new ways of thinking about the level of professionalism of the journalist community and about structural changes that are yet to come. Sport journalism, as an integral part, has also been evolving and adapting to the new techniques of news coverage throughout its history. Journalists, just like sportsmen, are becoming celebrities, and their posts on social media are closely followed and analysed. The importance of social media achieved during the FIFA World Cup 2018 in Russia is being examined according to data gained through online analysis of three web pages which used posts on social media, from sportsmen, famous people and other media organisations, in their articles. Their significance grew throughout the tournament, since the journalists began incorporating more and more posts in their articles, by which they hoped to lure more readers and also fill in the text. On the other hand, it is being questioned if the overusage of such posts from social media has alienated some of the readers from the sporting aspect of the journalism.