View, like, comment, post: Analyzing user engagement by topic at 4 levels across 5 social media platforms for 53 news organizations

Kholoud Khalil Aldous, Jisun An, Bernard Jansen

Research output: Contribution to conferencePaper

1 Citation (Scopus)

Abstract

We evaluate the effects of the topics of social media posts on audiences across five social media platforms (i.e., Facebook, Instagram, Twitter, YouTube, and Reddit) at four levels of user engagement. We collected 3,163,373 social posts from 53 news organizations across five platforms during an 8-month period. We analyzed the differences in news organization platform strategies by focusing on topic variations by organization and the corresponding effect on user engagement at four levels. Findings show that topic distribution varies by platform, although there are some topics that are popular across most platforms. User engagement levels vary both by topics and platforms. Finally, we show that one can predict if an article will be publicly shared to another platform by individuals with precision of approximately 80%. This research has implications for news organizations desiring to increase and to prioritize types of user engagement.

Original languageEnglish
Pages47-57
Number of pages11
Publication statusPublished - 1 Jan 2019
Event13th International Conference on Web and Social Media, ICWSM 2019 - Munich, Germany
Duration: 11 Jun 201914 Jun 2019

Conference

Conference13th International Conference on Web and Social Media, ICWSM 2019
CountryGermany
CityMunich
Period11/6/1914/6/19

ASJC Scopus subject areas

  • Computer Networks and Communications

Cite this

Aldous, K. K., An, J., & Jansen, B. (2019). View, like, comment, post: Analyzing user engagement by topic at 4 levels across 5 social media platforms for 53 news organizations. 47-57. Paper presented at 13th International Conference on Web and Social Media, ICWSM 2019, Munich, Germany.