Abstract
Abstract: The article analyzes the social media use of selected academic libraries in Bulgaria with the aim of formulating guidelines for successful presence in the virtual environment. A content analysis of 3147 Facebook posts published by 19 academic libraries in Bulgaria over the period from January 2022 to December 2022 has been undertaken. The publications were coded into seven categories adapted from previous research: namely, feedback, entertainment content, events, atmosphere, presentation of resources and services, library news and information, and university community. The research findings reveal that almost all of the libraries have low engagement rates, post little original content, do not encourage user feedback, and fail to take full advantage of the social networking platform. The article provides valuable information about social media publishing trends, categorization of different publications, and audience engagement. It also gives an insight into the dynamic landscape of social media and helps libraries better understand the allocation of resources to maximize their impact and support the institutional objectives. Key words: academic libraries; social media; Facebook; content analysis. Rhetoric and Communications Journal, issue 58, January 2024
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