The purpose of this paper is to explore the participation of main actors in Facebook. The engagement shows different degrees of participation that directly affect the brand image and reputation. This research applies Situational Crisis Communication Theory (SCCT) to interaction in the social media. It provides possibilities for decision makers to monitor diverse messages online, understand stakeholder concerns and reply to them adequately, which is especially important in crisis situations. Seven airline organizations were selected for a comparative analysis concerning their online discussions. The verified Facebook and Twitter accounts of those airlines were investigated, the status updates of the airlines and comments issued by other users during 2009-2016 collected along the replies and comments issued by the airlines themselves. The main methods are sentiment analysis, categorization of the messages into four categories and counting.