As a concept in everyday life, communication is unavoidable, it takes place constantly and in various forms. A company's communication with the environment is one of the key points of successful business. Traditional mass media have played a major role in this from the very beginning, and the invention of the Internet has forced marketing experts who had learned all the advantages and disadvantages of traditional media to face new ways of working and transmitting information. The development of the Internet has brought with it many benefits, and the phenomenon of social networks has led to the fact that companies should look at them as another tool for achieving a successful relationship with the target audience. This is especially important in the case of the central theme of the paper, radio, which is often considered an extinct media precisely because of the Internet. This paper will first present what communication really is and what activities it covers, and will describe traditional media and their relationship with the Internet. The second part of the paper will deal with social networks individually and the way in which the company Otvoreni radio uses them. This will be followed by commentary on their communication activities on social networks, how successful they are and how to improve them.