Potapova K., Bucharska I. "Aesthetic gymnastics group" Facebook Business Page: experience of creation and requirements of functioning Modern communication needs innovations and changes that will satisfy its requirements. And social networks have become a kind of implementation of communication. Nowdays the communication means not only "sending messages", but also publications on social media, reposts of these posts, reactions to them, comments and likes. Business also requires communication,

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... tain relationship with customers and the ability to maintain a positive image of the organization or brand. Thus, in addition to the websites that have already become classic forms of interaction, modern communication has moved to social networks. In this way, everyday communication can become easier. The aim of the article is to consider communication in social networks on the example of a specific organization, determine the target audience and brand requirements, issues of filling the page with content, raising an "active audience" from the start, increasing reader interest and holding their attention on the page and the organization. The issue will be considered on the specific example of a sports school. The Facebook group of the school was created from scratch. Communication is aimed at two audiences: internal and external, which must be constantly supported by interest and development. Each sports organization can choose a relevant topic that will interest both internal and external audience. One of the main conditions of its popularity is regular content and constant reminders. The main tools that journalists use in their work are geolocations, hash tags and "attention hooks". Texts shouldn't be long and they may be divided into a large number of paragraphs. Since most Facebook users prefer mobile devices, the readers' attention is quickly distracted and the eyes are tired, the text doesn't have to be overloaded, but rather concise. Each publication should contain media files (video or photo conte [...]