How post time and post type affect the engagement on Facebook: The case of a national media organization

Stella Antonakopoulou, Andreas Veglis

Abstract


Today social media play an important role in the disseminating of journalistic content. Thus, audience engagement is becoming an important factor for media organizations. The purpose of this paper is to examine whether post time and post type factors affect audience engagement in Facebook posts. We analyzed 2,630 posts of the Greek national broadcasting corporation (ERT). The findings indicate that the variables post time and post type affect user engagement in the posts. The user seems more positively involved in posting in the morning than in the afternoon, as well as being more active at the outset of the week. Posts that include a photo or a link motivate for user engagement. Based on the findings, media organizations can fine-tune their posting strategy in order to achieve higher user engagement.

Keywords


post time, post type, Facebook, social networking media, user engagement, post content, public broadcasting corporation

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DOI: https://doi.org/10.15847/obsOBS15420211856

License URL: http://creativecommons.org/licenses/by-nc/2.0/