It is anticipated based on literature, that there is a need for communication of Sustainable Development Goals (SDGs) among citizens for achieving the goals universally. The use of social media platforms can positively help in achieving sustainable society through collective, coordinated and collaborative effort of citizens. This study tries to assess social media as a means of influencing citizens with issues related to SDGs. For this, sustainability related social media content posted by head of the countries on Twitter were analysed. In the analyses we had tried to capture how citizens are responding to these posts with the help of likes (signal of retaining the information) and retweets (signal of advocacy of information). Social cognitive theory has been used as the theoretical lens. The study provides inputs for developing a public participation model for different SDGs on social media platforms. The purpose of this work is to assist United Nations, governments and other organisations for increasing collective actions among citizens and also to cope up with the challenge of communicating SDGs to citizens. Findings provide directions towards the planning and dissemination of communication of SDGs.