This study aimed to explore communicative patterns and techniques used on the social media fan page of the Tourism Authority of Thailand (TAT). This study analyzed contents, formats, and the communication method employed on www.facebook.com/ AmazingThailand in June and December 2011 in order to represent low and high seasons, respectively. The results were categorized into four groups based on events/ activities, games, trivial conversations for relationship building, and information on tourist attractions. TAT used informal communication via conversations, among which the favorite subject matters were greetings and admiration for TAT events and activities. The study also found that TAT Facebook fan page played an important role as a non-formal marketing communication tool.