ABSTRACT
Defined as “online resources that people use to share content: video, photos, images, text, ideas, insight, humor, opinion, gossip, news” (Drury, 2008, p. 274), social media has become a popular and indispensable element of people's daily life. Compared to traditional media, social media provides organizations with the potential benefit of engaging with other social media users. Such a two-way communication mechanism offered by social media creates a platform for ongoing dialogue and long-term bonds between an organization and its constituents. In other words, social media provides an organization with an opportunity to foster dialogic communication and build relationships with its key publics. Facebook, one of the most popular social media platforms, offers more engagement opportunities than ever before with the introduction of the Timeline.
