Drawing from research on media sociology and environmental values, the present study compares the visual content shared on Facebook by state and Ojibwe natural resource management agencies in the Great Lakes region. The study examines whether the image content most frequently shared by these agencies suggests similarities or differences in value orientations between agencies and audiences. Results showed that state and Ojibwe agencies differ in their image sharing priorities. Results also indicated that state agencies prioritized sharing images of people, but their audiences liked images of fish and wildlife more than other image content.