In today’s era of digitalization, social networks are transforming how cultural institutions manage public relations and how they communicate with their target audiences. The aim of this thesis is to thoroughly explore the use of social networks by various cultural institutions with the goal of building strong ties with the public, improving visibility, and encouraging greater visitor engagement. By analyzing the interaction between cultural institutions and digital platforms, this paper highlights how social networks have become an indispensable tool in modern communication strategies. The research methodology encompasses qualitative approache, including interviews with public relations managers in cultural institutions. The study identifies key strategies that cultural institutions use to engage audiences, as well as specific challenges they face, including crisis management, privacy protection, copyright issues, and combating misinformation. The findings indicate that, despite the challenges, effective use of social networks can significantly contribute to increasing the visibility of institutions, enhancing educational reach, and strengthening relationships with both existing and potential audiences. Additionally, the thesis proposes recommendations for optimizing communication strategies, which include the use of targeted campaigns and personalized content for different audience segments, to maximize engagement and achieve long-term public relations goals.