Social networks are a relevant component of any communication strategy, as they are a way to share information and engage in dialogue. They allow the development of connection and, at the same time, are a model of communication between an organization and its public. The main objective of this paper is to identify how the University of Bucharest (UB) has used dialogic communication on its Facebook page and to explore the utilization of this social network, Facebook, as an instrument of engagement and dialogic connection. The exploratory research investigates whether online interaction through Facebook could represent a channel of dialogic communication. This paper also aims to understand whether this dialogue generates a consensus necessary to connect the institutions with their public and to assess the institutions' need to exchange information. The present study is based on a content analysis that has taken into account the data posted on the Facebook page of the University of Bucharest between 11 and 25 March 2020, a period in which the health crisis was in everyone's attention. Social media is important for higher education institutions and the presences in social media can help prospective students to choose the university where they would like to study.

dialogic communication, social media, Facebook, interaction