How do faculties communicate on social media?

In today’s digitally saturated environment, social media has emerged as an indispensable tool for the marketing and branding of universities and higher education institutions. The current study examines the Facebook and Instagram communication strategies of Hungarian-language programmes at Babeş‒Bolyai University. Based on a content analysis of nearly 900 posts across 50 accounts published over a four-month period, the study identifies the dominant content formats, posting frequencies, content categories, and engagement rates across both platforms. The findings reveal that for the majority of faculties, Facebook remains the primary communication channel, though Instagram demonstrates significantly higher engagement rates. Platform-specific differences also emerge in terms of tone and content emphasis