The article examines the impact on the behavior of businesses and enterprises of new forms of communication interaction through social networks: crowd practices (crowdsourcing and crowdfunding). They are not yet so well-known in Ukraine, but as forms of modern communications they are rapidly gaining popularity. Another modern trend in the development of communications – omnichannel – is described. As part of the Omni-channel concept (the era of multi-channel commerce), users communicate with the company, moving freely between online and offline channels that are fully integrated with each other. This allows you to maintain a personalized approach to the client and gather a reliable base of clients/buyers. One more important function of modern business communications should be noted – they become a means of managing meanings and carry a new semantic load on their own. Meanings form a system of vision of the world, individual phenomena and processes, business as a whole and individual organizations. Depending on it, there are different motivations for certain actions, different strategies, means of their implementation, results, etc. In order to manage meanings, one must know, unders
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