The article deals with the peculiarities of communicative politeness in the poorly investigated sphere of Russian-language communication focusing specifically on online groups. The purpose of the article is to identify the ways and means used in this environment for the organization of polite communication. A distinctive feature of the author's research approach is the analysis of etiquette in the context of a dialogue, which means not only the analysis of the rules of stimulus, but also the rules of reaction, which corresponds to the systematic approach as a general principle of media linguistics (as a research method). The article defines speech etiquette as a system of norms and rules of polite speech behavior, the observance of which ensures the existence of the online community. The study allows us to conclude that the communicative tactics of etiquette in online groups are as follows: A) the participant's inclusion into the community is regulated; b) bans on some forms of speech behavior are established and sanctions for violations of bans are imposed; c) high communicative status is provided to the author in different ways and freedom for creative self-expression is guaranteed to each participant; d) on the one hand, the establishment of contacts with a partner suitable in one or another parameter is stimulated, on the other hand, the degree of the partners' proximity is regulated in accordance with the wish of its initiator; e) the opportunity to give/receive a response to a particular activity of the communication initiator is provided. These setups are implemented via a variety of resources, including both technical and speech means of address and response. Netiquette, drawings and images help to ensure emotional comfort. An adequate communicative distance is supported by abbreviations used in speech and understood only by the group members, by creating an adequate balance in the use of elevated and low stylistic means, in the use of methods creating a comic effect. Following speech etiquette rules is promoted by a kind of communication sanitation, which is carried out by the group administrator and the participants themselves. Participants use a metatext, which demonstrates the reflection of the group participants' speech activity. The existing rules in online communities are aimed at making communication emotionally comfortable, ensuring easy navigation, neutralization of aggression, and prevention of speech crimes, encouraging the users to demonstrate courtesy and display attention to one another.