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.