In our study we took the case when the language environment itself (social groups with a certain number of subscribers) assumes the function of a controller or censor, denoting positive and negative practices of usage, norms and rules of communication. Not all participants of social media are ready to take responsibility for their speech actions and therefore the system itself (social network or group) must assume the function of speech education: the formation of linguo-aesthetic competence and lingual responsibility for speech utterances. We assumed that the active participants in these communities should be influenced by content that, by specifying a certain lexical and stylistic tone, will directly and indirectly influence the formation of linguoesthetic competence. For our research, we selected 39 groups of the social network "VKontakte", thematically related to the problem of educating a literate linguistic personality, forming a careful attitude to the Russian language.