Having examined factors that affect the use of social media by Colombian NPOs, we observe that “network activity” stimulate a greater use of Facebook as a communication and dialogic strategy. This finding is in line with previous literature that posits that Facebook provides successful dialogic outputs in advocacy organisations (Bortree and Seltzer, 2009). In this regard, we have added that in the case of NPOs that operate in countries with very limited resources and with a high level of corruption, such as Colombia, the “frequent online contact” of the organisation with their stakeholders seems to be an “incentive” to enhance the content implemented in such online platforms.