The emergence of social media has influenced the development of communication possibilities of modern society. As a profession whose role consists of establishing and maintaining long-term relationships with target publics, public relations have recognized the importance of social networks. Simple use, worldwide presence as well as direct and instant communication have made social networks an unavoidable communication channel of public relations in tourism. Among them, Facebook especially stands out due to its interactivity and ability to establish two-way communication. Considering mentioned features, Facebook serves as an excellent tool for connecting organizations with user communities. This paper researches managing social networks in tourism, analyzing communication of Poreč Open Air Festival on Facebook from the 1st to the 31st of August 2017. The software tool VoxPopuli collected quantitative data from content published on official Facebook page of Poreč Open Air Festival in the period from 2016 to 2017. After that, the obtained data from the 1st to the 31st of August 2017 were studied in detail, using the method of quantitative analysis of the contents. The results partially confirmed the presence of two-way communication on Festival's official Facebook page. Openness to user reactions and building a satisfied community of followers prove the presence of two-way communication. However, official responses to user comments were only partially implemented as well as branding of the city of Poreč. Also, the research showed the lack of regular posts in analysed period, untimely responses to user comments and high presence of promotional content. These facts disabled the fulfilment of two-way communication, which is considered as an important element of successful community management.