arguments about the content of the two-way communication between symphonies and stakeholders, as measured in Facebook interactions. While findings suggest that symphonies that rely on public contributions may increasingly focus on relationship cultivation via Facebook, future research should include a confirmatory content analysis of organization and stakeholder Facebook posts in order to ascertain the level of relationship nurturing occurring in cyberspace. Such research might explore the unique overlap between relationship nurturing and engagement through Facebook content, determine the conditions under which two-way communication occurs in cyberspace, and identify key demographic information for those stakeholders for whom relationship nurturing efforts are most successful.