This study focuses on the major sociocultural attributes of communication via Facebook in two different geographical settings. It identifies cross-cultural differences among two different student cohorts in the UAE and the UK. Sociocultural specificities were addressed by means of quantitative surveying complemented by qualitative interviewing. The social information processing (SIP) theory and Geerte Hofstede theory of ‘cultural dimensions’ represented the epistemological framework for the study. The findings indicate that although the users shared similar responses in terms of their preferences and uses, the study shows that they differ in certain key points related to online behaviour and communication modes (e.g. preferences for contacting friends), conceptualization of Facebook (an extension to university life or a portal to the world) and issues of privacy (expressing oneself openly). These deviations reflect essentially a cultural dissimilarity, which is a core point of the study. Communication scholars are encouraged to study the research implications of new media, especially regarding differences in culture, as it represents a new avenue in the genre of media studies.