In this study, we analyzed the applicability of social media in corporate communication. We especially focused on the agenda setting and social presence. Here are the main results. There were correlations among issue salience, cognitive attribute salience, and affective attribute salience in agenda-setting. Consumer's post-attitudes were higher than pre-attitudes in the message strategy of apology. And social presences also consisted of interactivity, social relationship, and social ethics. Furthermore, interaction effects were checked between agenda setting and social presence by immersion and SNS(social network service) use or not. Based on the results, we suggested the three practical implications that should be considered in further corporate's communication strategy using SNS.