In this paper the methods of forming a travel company customer base by means of social networks are observed. These methods are made to involve web-users of the social networks (VK.com and Facebook) for positioning of the service of the travel agency "New Europe" on the Internet. The methods of applying the maintenance activities and interests of web-users are also used. So, the main method of information exchanging in modern network society is on-line social networks. The rapid development and improvement of such information and communication technologies is a key factor in the positioning of the travel agency brand in the global information space. The absence of time and space restrictions and the speed of spreading of the information among an aim audience of social networks create all the conditions for effective popularization of the travel agency "New Europe" and its service in the Internet.