Social networks have become a very important channel of communication with end customers, in this case buyers. That is why all those companies that want to achieve good marketing and sales results are improving their business precisely this way. Community management or shortened CM promotes communication that is well designed and tailored to the individual needs of each individual client. The goal is to create a positive as well as a recognizable image of the interior, in the case of a business enterprise as well as to improve business as the ultimate goal. It can be said that community management represents a certain customer support as the coomunity manager is the one who has to be available to all users for all questions asked and at any time. It is necessary to emphasize how three fundamental golden rules can be extracted, and that is the constant monitoring of everything on social networks, active participation in social networks, and user animation. The basic aim of the paper is to explore the notion of community management on the social networks of the most popular Croatian trading companies, Konzum, Kaufland and Lidla. It is necessary to identify the main characteristics of community management, and a survey survey has also been carried out for this purpose. Based on the survey, it was found that changes in the segment of community management of trade enterprises are required. It is important to point out that the popularity of the community with the concept of community management is sufficient, but the satisfaction with the same as the example of communication through the social network facebook is not satisfactory and it has to deal with the proactivity and creativity of the content that is plotted through the platform.