“Facebook has become as natural as having a phone” The use of social media in three libraries in the Umeå region – an evaluation Social media has come to be an integral part of people’s everyday life, as well as the business world in terms of communication and marketing. More and more libraries also embark in the use of social media, and the purpose of this study is to evaluate the use of social media in three libraries in the Umeå region. The libraries all use Facebook as their current, primary social media. Thus this study focuses partly on the analysis of the content on each library’s Facebook page, and partly on the experiences of the responsible librarians.  The evaluation is based on a mix of existing tools in evaluating social media that are relevant in a library context. The posts on the Facebook pages are analyzed in three levels: activity, type of content and themes. This result is complemented with qualitative interviews with librarians who are working with social media at each library.  One thing that is made clear in the study is the importance of having a plan for your use of social media as a library. The study also shows that posts that contain pictures are more likely to be “liked” or commented on than posts that consist of exclusively text or links to the library website. The most popular content, in regards to activity on the Facebook page, can also be categorized as “behind the scenes” material, such as posts about weather conditions.