Interaction on Spanish university libraries' Facebook pages

Participation and communication with users are the key elements that distinguish social media from regular web sites. This article analyzes the interaction on Facebook pages of Spanish university libraries both from a quantitative and qualitative focus. On the one hand, the number of followers of the page are analyzed, as well as the number of likes, shared and comments on publications. On the other hand, publications are also examined in qualitative terms according to their topic and contents. The results obtained show a low level of interaction and followers in most of the pages, which deliver mostly informative contents. These data allow to conclude that there are no conversations or virality, so it is recommended to consider interaction as a key point on libraries' social media strategy.