This master's thesis investigates NATO’s use of social media for communicating deterrence during the period 2017 to 2023. The problem addressed is the significant impact, rapid spread, and challenging damage control of social media, necessitating organizations to dominate these platforms to effectively convey their messages. The aim was to gain deeper insights into how deterrence is communicated via social media. An exploratory method was used, developing an operational tool based on Montgomery's theory of militarypower demonstrations. The results reveal that NATO consistently communicates on Instagram, with a high proportion of posts containing deterrent content in the form of power demonstrations. The number of posts and the level of deterrence in them have increased, showing a positive trend. These findings underscore the critical importance of strategic communication on social media for enhancing deterrence and ensuring the cohesion and resilience of military alliances in the modern information environment.