In the macro-organizational level, Impression management (IM) is the study of how organizations attempt to manage or control the perceptions others form of them. Among the studies about organizational IM theory, relatively little discussion was framed under the social media settings. This proposed study is designed to use text mining and opinion mining techniques to answer two research questions: (1) What IM tactics do hospitality companies use on Facebook? and (2) How effective do hospitality companies’ IM tactics on Facebook? Research findings may help hospitality managers better manage the impressions among consumers on Facebook.