The paper investigates the question of how the tendencies of Russian social media correspond to the world ones . Therefore, the study included such global social networks as Facebook, Instagram, and Twitter. At the same time, attention is paid to the effectiveness of social networks Vkontakte and Odnoklassniki in Russia because these are the central media at the national level. The comparison of trends was based on the demographic involvement of the world’s population and Russia in social networks. Moreover, the gender features of the use of certain media are indicated. The next trend was personalization, the value of which is to protect personal data. The essay considers economic indicators and information that is relevant for Russian and global users of social networks and their owners. Another critical stage of the analysis was the time allocated by residents of different countries to social systems. This trend of increasing the time of media use is relevant in the world and in Russia. Therefore, the extended essay summarizes that Russia tends to make the most of national social networks, such as Vkontakte and Classmates. Although the preferences of users changed depending on the age of the population, Russian social media became the lead. As for making a profit from social networks, it is noted that most Russian users tried to use global social systems because of low profits from state ones. Thus, the Russian media do not always try to keep up with world trends, which leads to increasing involvement of Russian citizens in Facebook, Instagram, and Twitter. Introduction In 2021, the spread of social networks has become ubiquitous, global in nature, and their technological development allows not only these platforms to conduct business, but also brands and even individuals. The There are nearly four billion social media users worldwide, relating to almost 57 percent of the whole global community. The typical user actively visits an average of 6 different platforms and spends around two hours using social media each day. Considering that people sleep for between 7 and 8 hours per day, these data intimate that they waste approximately 15 percent of waking lives using social media. Collectively, the globe absorbs more than 10 billion hours each day, equivalent to nearly 1.2 million years of personal living. Social networks become that part of the daily routine without which it is impossible to imagine your life. They have ceased to be only methods of communication, but become providers of services, news, financial transactions or trade. However, it should also be regarded that there are some variations in the application of media platforms around the world; the trends are different as well. Russian social media are characterized by greater differences than other countries. Therefore, it is important to establish how the indicators differ and whether this has a positive impact on the business environment and social media in general. In order to establish to what extent Russian social media, correspond to global trends, it is essential to study national trends and then make comparisons. Global and National Social Networks In Russia, as in other nations, t