The article problematizes the social media marketing (SMM) technologies’ usage for forming the state body image, the official page of the Electoral Commission of the Tyumen Region in the social network VKontakte was taken as the example. The image’s role is determined as one of the parameters of the departments’ efficiency that conduct information work in public relations. It has been established that social networks are one of the main channels for image formation today. The empirical part of the article is based on the analysis of the SMM technologies usage effectiveness in the Tyumen Electoral Commission account development in the VKontakte social network. The authors consistently analyzed: the account data, compiled the target audience portrait, determined the periods of its activity; the work on the main content generation covering the activities of the Electoral Commission of the Tyumen Region and (or) its leaders; the work on generating unique content, studied permanent headings, determined contests and interactive voting among subscribers. In conclusion, recommendations are given for monitoring the community activities, tracking incoming messages and comments, and analyzing the subscribers’ activity.