The article is devoted to the scientific understanding of the process of entering into the global media network of the Internet as an essential factor in the development of the information society. It is shown that among the latest trends in the mass media market an important place is given to the formation and distribution of online media, which have unlimited possibilities for interactive communication and presentation of information in real time. The increasing popularity of social networks has caused a need not only to improve the media online resources, but also to integrate them into various social networks. In this context, the authors thoroughly analyze the experience of the only national news agency in Ukraine – Ukrinform, whose online strategies aim at moving the agency into a socio-integrated news network. (pp. 14-19)