This article presents the results of a study that analyzed 144 Facebook profiles to identify how digital media are used in setting the agendas for discussions and in organizing and mobilizing people about social, political and cultural topics like ethnic, racial, gender, and citizens' rights issues in São Paulo city. This platform was chosen because of its growing appropriation for political actions. The study found that the incorporation of digital tools in political action is bringing about a number of changes in the discussion of social, political, and cultural topics, and redefining the ways that agendas and deliberations are organized, fostering innovative forms of participation by social actors.