Social networks have an increasingly important role in public relations, where most of the presentation and communication with the target audience takes place today. Emphasis is placed on two-way communication by which we can easily get feedback, at a speed that could not be achieved through conventional marketing channels. Social networks have proven to be among the most effective public relations tools when it comes to events, regardless of their content and size. The role and importance of social networks in presenting and advertising the festival will be explained in the example of Zadar Sunset Festival. Empirical research, conducted using two methods, analysis of the content of Zadar Sunset Festival social networks and the implementation of a questionnaire, was performed in order to find out the attitude and preferences of respondents with regards to the content of social networks in general, and Facebook and Instagram profiles of Zadar Sunset Festival in particular. Based on the conclusions drawn from the research conducted via content analysis and the questionnaire, suggestions are given for improving communication and content curation on social media profiles of the Zadar Sunset Festival.