In the context of territorial competition and the increasing role of social media in our daily life, the creation and correction of its image on the Internet becomes an important aspect of the development of the territory. Norilsk is no exception. Due to the special Arctic climate, ecological problems of the city, as well as lack of knowledge of marketing tools for promoting such territories, in our work, we studied the experience of other authors, conducted our own research and developed a program for correcting the image of the city, which can be used by other territories with similar characteristics and problems. To do this, we studied what the "image of the city" is and the tools for its correction, the specifics of social media, as well as Russian and foreign experience of image correction. We also identified the main characteristics of the city of Norilsk, studied the opinion of its residents and experts about the image of the territory, conducted a content analysis of social media and assessed the work of the city administration to adjust the image on the Internet. All this allowed us to develop a program designed to create a positive image of the territory using social media tools.