This study examines how companies organize content on their Facebook pages to build relationships with their followers, and stimulate
sharing, participation, dialogue, and involvement. We made a textual analysis of page sections and keyword posts to see how content
matches the identity and the communicative style of organizations. The goal is understand what elements a company uses to be credible,
and to establish and maintain relationships with users. Research was conducted on companies that have the greatest number of followers
and the best reputation on social media. Though promotional qualities were central, even in content telling the story, identity and goals of
the company, a fair amount of attention was also found to be given to the production of sections and texts. The results of this study can
be a starting point and a useful interpretation for scholars and industry, in assessessing the role of content in increasing loyalty.