The article explores the practical experience and prospects of using social networks for marketing territorial communities. It highlights their significance as a means of engaging with residents, sharing information about local government activities, involving citizens in decision-making, building a positive image of territories, and enhancing the transparency and accountability of authorities. By focusing on the territorial communities of the Kamin-Kashyrskyi district in Volyn region as an example, it is evident that many communities lack well-defined social media marketing (SMM) strategies. The article demonstrates that an inconsistent approach to managing social networks leads to inefficient use. Communities often overlook the diversity and specificity of social networks, resulting in content that doesn't meet the expectations of the target audience. Furthermore, the absence of analytics and monitoring of SMM effectiveness prevents the assessment of the actual impact of these communication channels and the timely adjustment of strategies for better outcomes.

Based on best practices and the analysis of the Kamin-Kashyrskyi district communities, the authors have formulated several recommendations to enhance the effectiveness of social networking by territorial communities. The following recommendations have been proposed, namely to develop a clear SMM strategy for the community, including analysis of the target audience, selection of optimal communication platforms, and determination of key performance indicators; to create interesting and relevant content that meets the needs and interests of community residents; to actively engage with subscribers; to regularly analyse and monitor the effectiveness of SMM activities; to constantly improve the qualifications of SMM specialists to ensure a professional approach to managing social networks and utilizing the latest technologies. It has been determined that effectively using social networks as a marketing and communication tool can bring new opportunities for the development of territorial communities and improve the quality of life for their residents.