This study examines the use of Facebook by Colombian NPOs as a communication strategy. In turn, it
also analyses the factors that influence the Facebook content published by such entities. Findings indicate that the use of social media is scarce, particularly pertaining to content related to fostering stakeholder involvement. Moreover, the factors “network activity”, “internationalisation” and “experience in social media” are significant predictors of the use of this tool as a channel for communication and dialogue.