Social media platforms seems to be an essential part of firm’s digital communication. Their use is assigned to community managers. These professional’s activities are under the influence of platforms’ standards, which specify the relevant practices, authorize the uses, evaluate their performance and regulate the relations with the public as well as the content proposed to them. Through the analysis of Facebook publications from French and Quebecois firms, and interviews with community managers, we describe the forms of this standardization, the dependence it generates and the tactics used to bypass and manipulate it. The platformization of communication is thus considered as the result of the resistance it provokes when practices aiming to empower themselves from the models of the platforms reinforce their power.