In addition, our results indicate that “internationalisation” promotes the use of Facebook as a communication channel. This data shows the growing role of web technologies in public relations and particularly points out that social media are becoming a key part of NPOs’ internationalization strategy. This behaviour could be due to NPOs from Latin American countries strongly depending on international aid agencies and foreign donors therefore; they could be using Facebook to move their stakeholders closer to the organisation and to maintain and increase their activities of cooperation.