Despite the diversity in the issues addressed, surprisingly dialogic engagement studies and political studies have been largely silent about the critiques of social media. Similarly, there have been only a few attempts to theorise the link between social media and accounting from a critical perspective. The purpose of this study is to investigate the interplay between dominant discourses, power dynamics, and technological affordances within social media platforms and their implications for accounting practices and organizational governance. Ethnographic and netnographic informed investigation are primarily utilised to understand Indonesian banks' social media practices. To do this, several enactments of Laclau and Mouffe's (1985) agonistic democracy and Fuchs's (2013) critical social media are employed. In this way, the study is able to illustrate how a monologic form of accounting is now been extended to a dialogic form using social media where the bank is also exercising a regime of hegemony. This study extends the existing works on accounting and social media by drawing a critical analysis of social media for understanding negative potentials of dialogic engagement.