In the 21st century, if a faculty wants to have an effective communication with their fans (for example former, potential or existing students) it must include social networking sites and see them as very important way of communication. With the number of internet, as well as social networking users constantly increasing, it is important and sometimes even vital for faculties to be present on and, consequently, to be proactive. Today social networks facilitate relationship-building since they have become a very powerful communication tool between users, as well as between faculties and their fans. The aim of this paper was to analyse the way Croatian faculties communicate with their fans via Facebook. The paper also shows differences between private and public institutions and their way of communicating with their fans.