Running a fanpage on Facebook, Twitter, TikTok, Snapchat, Instagram, Pinterest or YouTube for cultural institutions is not an easy task. Most often there is a lack of budget for these activities, not only for employing a person responsible for creating content for the Internet, but also a budget for promotion in social media (advertising, video content, content positioning). Qualified staff dealing with the promotion, marketing or communication of the activities of cultural institutions in social media is often lacking. And finally – there is the need to create a brand of a given institution in a professional manner and a communication strategy of this brand is lacking. On the other hand, some cultural institutions are doing very well in the world of social media. Target segmentation, use of various social media functions, preparation of involving content, administration of micro-moments in the communication of cultural institutions, as well as thematic workshops for Internet users and customers of museums – support strategic communication and allow building an involved com-munity in the virtual world. The article aims at proving that creating professional relations with the environment is extremely important for cultural institutions in the world of social media. This issue will be discussed through case study analysis of selected activities in social media on the example of several museums.