Social networking is an area where many marketers see a great potential. Social networks make viral marketing and word-of-mouth marketing much easier than before. The article brings the basic defi nition of promotion possibilities and answers and deals with the interaction of users with promotion idea in the area of social network Facebook. Research deals with the interaction of social network Facebook users with the marketing communication message. According to the results of this research, the second part of this article contains the presentation of algorithm of marketing communication strategy in the area of social networks and the proposals for effective communication. To conclude, the fi ndings from this research will help the practitioners understand the planning, implementation, execution and measurement of social network marketing campaigns.