Considering constant decrease of book reading in the country, it is extremely interesting to notice that book zone in social media is constantly expanding. Increasing number of book review blogs, bookstagrams (Instagram book profiles), book vlogs on Youtube as well as new groups and book fanpages created on Facebook, which speedily gain popularity, are the factors which contribute to popularization of reading in Internet. This article focuses on activity of book-related Facebook groups and fanpages, especially their use of specific language forms which emerged there. The environment of readers has created specific terms describing its members. This idea is being copied by commercial publishers, which begin to name their readers after the publishing house name, which aims at making readers more commited to the brand. The aim of this article is to show the use of such language forms, their variations and influence on the recipients.