In the modern internet, referred to as Web 2.0, social networking sites, primarily Facebook, play an important role in virtual communication between people. The study addresses the motivational factors that contribute to active participation in SNS, particularly Facebook. The book includes an introduction to the topics of Facebook and social networks. Three models and theories are described and linked to Facebook. The author's practical experiences and insights over several months provide a strong practical relevance to the work. After reading the study, the reader gains an understanding of the fundamentals of Facebook and social networks and can assess and possibly comprehend the motivational factors at play on Facebook.