The purpose of the research is to highlight the role of social media in the dynamic processes of modern culture development. Socio-cultural progress requires effective tools that will ensure the involvement of individual and social potential. Therefore, the article aims to position social media in the paradigm of the information and digital society. The research methodology is focused on the analysis of scientific works that interpret the content and format of information and communication activity of social media resources. The synergistic (...) approach involves the formation of relevant algorithms for broadcasting social relations based on the interaction between different institutions and correlated with philosophical and ideological guidelines. The results of the study identify a number of information and communication dimensions that define worldview and mental meanings and form practice-oriented models of engaging society in synergistic interaction through social media resources. Among the key dimensions of the functioning of social networks in the information society system are: information, technology, dynamism, flexibility, creativity, heuristics, innovation. A promising area of research into the role of social networks in the context of actualising the philosophical and synergistic discourse is the problem of public self-organisation - the integrity of the approach to understanding social activity. Thus, social networks play an important role in the implementation of the principles of functioning of the social order (local or large-scale), providing the information and communication component of social activity. At the same time, social networks are actually becoming platforms where not only certain principles or elements of social development are presented, but also where discussion activity, debate and identification of the specifics of their implementation are formed. The problem of risks associated with the use of the potential of social communication, namely, responsibility, information security, and compliance with the norms of information culture, remains a matter of debate. Philosophy has historically fulfilled the mission of reconciling innovative dimensions with the fundamental dimensions of social activity, so the mental perception of the status of social networks is no less important than their functional potential. (shrink)