The accelerated development of technology today has a rapidly growing impact on all aspects of society and brings many changes in the way we communicate and that is visible through the increased use of social networks. Social media provides many opportunities and some of them are exchange of opinions, socializing, gathering information and experiences. One of the topics that is interesting to users is cultural heritage. Participation in this form of communication has a strong impact on changing perception of the value of cultural heritage and affects its dissemination. This work investigates social media Facebook and groups in which the main topic is one or more aspects of cultural heritage. The activities and number of members in such groups shows that the groups can change the current heritage discourse that integrates all stakeholders, whether professionals or amateurs. The groups show that they are the bearers of large social capital that could not be neglected, but through partnership with heritage institutions and experts could carry great potential that leads to greater participation of all users. Such partnership helps to raise awareness of cultural heritage, its protection and preservation for years and generations that come.