Informal groups’ visibility in social networks is conditioned upon the peculiarities of the communication structure and relevant information distribution policy. To analyze the successful experience of domain-oriented communities having significant influence in the information space and to define opinion makers and the ways of information distribution we develop and use special software tools - crawlers of social networks. Based on legal interfaces of public data access these crawlers allow to collect and structure the social network data finding the communication structure and the ways of thematic information distribution. The retrospective of the communities’ evolution is reconstructed according to the crawling results for further identification of the models for various social networks information processes.
The example of ‘Beautiful Petersburg’ community evolution in ‘VKontakte’ social network clearly illustrates the principle change in the policy of the community information distribution as it develops and "grows up."