Introduction:
Social networks are appropriate tools for providing information or creating a proper image of specific organizations or institutions, including those related to health care. They also make it possible to overcome communication barriers in such topics as promoting knowledge related to the diagnosis and prevention of human immunodeficiency virus (HIV) infection. In the following work, the authors sought to present a sociological analysis of the content and form of media coverage on the “Social Committee for AIDS (SKA)” profile on Facebook in the time interval selected for the study.

Material and methods:
This qualitative study is based on the method of analyzing the content of the media message of the selected profile on the social networking site Facebook. The research was performed based on the entries from August and September 2018 posted on the profile of the “Social Committee on AIDS (SKA)” on Facebook.

Results:
The studied profile had a significant number of 1541 likes and 1509 marked possibilities to observe it. The analysis of contents concerned in total 32 entries posted on the profile in August-September 2018. All research hypotheses have been verified positively.

Conclusions:
Creating media messages targeted at the group of people at risk of HIV infection has above all to meet such criteria as: be adapted to the contemporary requirements of creating messages on social networking sites on the Internet, be created in the proper context of contemporary Polish society, underline high professional competence of medical staff and scientific achievements in the field of HIV/acquired immunodeficiency syndrome (AIDS).