Abstract: society has such distinct traits as virtuality, flat structure, mutual subject and selfgoverning and hence is different from the real society. Thus the management of the web society has to face many new problems and challenges and is fundamentally different from the real society management. Introducing the theories and methods of web social work will be the most positive, effective and constructive response to the management of the virtual society.  

Key words: web society, social management innovation, web social work