This study discusses aspects of online communication that influence in relational interaction between online users and organizations. The objective is to consider the use of communication of organizations in social media as determinants for the engagement of society, through the analysis of the interactions between online users and the publications made on Facebook. For the development of this research, Brazilian Non-Profit Organizations (NPOs) were considered as the unit of analysis. Content analysis and linear regression were used for the data analysis. The ranking of “most liked” NPOs was utilized as selection criteria, as this ranking categorizes organizations according to the number of “likes”. Five NPOs operating in Brazil were selected for analysis of their publications. A total of 1246 posts were analyzed and classified. For the content analysis, the posts were categorized according to the typology of Lovejoy and Saxton (Journal of Computer-Mediated Communication, 17(3), 337–353, 2012). The type of post that generates the greater engagement on the analyzed NPOs is that has information content. The type of post that generates the least attention to followers is that has as a central goal to commercialize some product in favor of a cause. The total of posts of each NPO were then regressed in the form of an analysis of variance (ANOVA) with the number of likes, comments and shares of each post aimed at verifying whether any differences in the groupings of posts could be demonstrated and accounted for. This study contributes to the literature in the field by identifying which types of information provided by firms inserted in the digital context generate more engagement. This research extend the scope of engagement beyond the firm and customer (general physical) dyad relationship to other individuals, like online users.

这项研究讨论了在线交流的各个方面，这些方面会影响在线用户与组织之间的关系互动。目的是通过分析在线用户与在Facebook上发布的出版物之间的互动，来考虑使用社交媒体中的组织交流作为社会参与的决定因素。为了开展这项研究，巴西的非营利组织（NPO）被视为分析单位。内容分析和线性回归用于数据分析。“最喜欢的” NPO的排名被用作选择标准，因为该排名是根据“喜欢”的数量对组织进行分类的。选择了在巴西运作的五个非营利组织对其出版物进行分析。总共对1246个职位进行了分析和分类。计算机媒介通信杂志，17（3），337-353，2012年）。在分析的NPO上产生更大参与度的帖子类型是具有信息内容的帖子。引起关注者最少关注的帖子类型的主要目标是将某些产品商业化以支持公益事业。然后，以差异分析（ANOVA）的形式对每个非营利组织的职位总数进行回归分析，以验证每个职位的喜欢，评论和分享的数量，以验证是否可以证明和说明职位分组中的任何差异。这项研究通过确定插入到数字环境中的公司提供的哪些类型的信息可以产生更大的参与度，从而为该领域的文献做出了贡献。这项研究将参与范围扩展到公司和客户（一般物理）双子关系以外的其他人，