The article is devoted to analysis and synthesis of theoretical material on the issue of formation and promotion of the image of political subjects (political parties and leaders) in the Internet. The authors describe the mechanisms of web-promotion of political entity image, peculiarities of these types of presence with respect to the level of political actors, goals and objectives they pursue. The study gives specific examples of political parties and individual politicians (federal, regional) that have their accounts in various social media and examines the nature of their activity there.

Key words: Internet community, social network, subject of politics, image, content, account, social media.