With the development of the digital media and the Internet, media space went through an intense change. This process highlights the exchange which occurs on media channels and platforms, in a way in which traditional print media and TV have lost their dominate role. In the new era of the Internet media there is a specific form which have developed in a form of social networks. Even though their intended role and usage was for private communication, this form of media became an infallible element of global economy. Most of the firms and institutions today have their professional accounts on social networks. The same goes for large media companies, who use social media platforms and networks to publish their information, as well as interact with the audience. This thesis wants to conduct research of this dynamic process, the transitioning from specialized news portals to social media platforms. The research of this work will focus on the study and analysis of social media profiles tied to large media companies and their interaction with the audience. This analysis will include the frequency and the scope of published information, the type of information that is published as well as the content itself; other analyzed parameters will include the quantity of visits and the activity of the public, together with a multimodal analysis that will include all the variables. The analyzed media companies will include 24sata, Nova TV and Novi Radio Zadar. The research of this work will also include a questionnaire, that will try to establish the stated hypothesis of this work – that the 21st century saw an ever-increasing role of social media as a primary means of acquiring information.