This paper analyses social media use in the setting of Human Resource Management. A comparative analysis technique: crisp set Qualitative Comparative Analysis (csQCA) is used to analyse and juxtapose four qualitative case studies to identify conditions which lead to creation of dialogue between management and employees on social media. Value Co-Creation theory and HRM theory is then used to explain the findings which suggest that strategic approach to social media needs to be combined with bottom-up use in order to successfully create dialogue. These findings are relevant for current theory, practice and further research. In addition, this paper provides an analysis of challenges when using csQCA in Information Systems research.