This study presents a content analysis of a random sample of 311 publications posted on the Facebook pages of Quebec City neighbourhood councils. Its objective is to understand how this organization of microlocal political participation uses social media. The results show that one-way communication is the main approach. It is not possible to conclude to the presence of a communication strategy favoring e-democracy nor the promotion of the councils’ actions. From a methodological point of view, the article highlights the importance of studying the role assigned to the target audience. This is especially true for studies that seek to identify the function of political communication (information, promotion, interaction, mobilization). While our preliminary findings suggested that neighbourhood councils seek to mobilize citizens using Facebook, a more in-depth analysis confirms that they seek to mobilize them in a passive rather than an active role (for example, attending meetings rather than participating in a consultation).