Internet communication is one of the key forms of media communication, which is actively developing, including the field of education. Among the forms of Internet communication, such forms of new media as social networks are of particular interest, which today are a means of not only interpersonal, but also professional communication. The article examines the accounts of tutors in social networks, the peculiarities of communication between their owners and subscribers (students) and ways of presenting educational material. The purpose of the study is to explore the linguistic and pragmatic features of building communication in the accounts of tutors in social networks. The academic novelty of the study consists in a comprehensive description of the features of building accounts that promote educational proposals. The scheme of such a description includes three levels: linguistic, pragmatic and sociodiscursive. This allows to perform a comprehensive analysis of the features of communication on them in such accounts. As a result, it was discovered that the communication of the presentation of educational proposals in social networks is markedly different from other forms of media communication, has special characteristics and is built according to its own rules. In addition, this form of new media presents a repertoire of social roles specific to it, in which communication participants act, as well as scenarios for the distribution of their social and role characteristics.