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The research analytically investigates, in the context of a digital social network, the extent to which the way an institution's persona is presented and the relationship established between those who encode and those who decode the messages favours the understanding of these messages and motivates concrete actions, beyond the act of communication on the internet. The Curitiba City Hall Facebook page - nicknamed Pref's by users of this digital social network - is the persona of the master's thesis case study. The fanpage was selected because of its success since 2014 (with fans even among residents of other localities, who follow the posts and have made it have more followers than pages from capitals with larger populations). The posts, prepared and published by a multidisciplinary team, achieved significant numbers of interactions with its users during the period analysed.