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

Authors

DOI:

https://doi.org/10.15847/obsOBS15420211856

Keywords:

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

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.

Author Biographies

Stella Antonakopoulou, Aristotle University of Thessaloniki

Stella Antonakopoulou is prost-doc researcher and professional journalist. She has worked as a journalist for the last twenty-five years with extensive hands-on experience in several means of media. She received her doctoral degree in New Media and Journalism from the School of Journalism and Mass Media Communication at the Aristotle University of Thessaloniki. Her doctoral studies focused on interactivity between journalists and audience and her research interests focus on New Media, and specifically how interactivity affects the role of the journalist.

Andreas Veglis, Aristotle University of Thessaloniki

Andreas Veglis is Professor of media technology, and head of the Media Informatics Lab at the School of Journalism and Mass Communication at the Aristotle University of Thessaloniki. He has served as and editor, member of scientific board and reviewer in various academic journals. Prof Veglis has more than 150 peer-reviewed papers on media technology and journalism. Specifically, he is the author or co-author of 12 books, he has published 84 papers on scientific journals, and he has presented 134 papers in international and national Conferences. Prof Veglis has been involved in 40 national and international research projects. His research interests include information technology in journalism, new media, drone journalism, data journalism, big data, social media, open data and fake news - verification

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Published

2021-12-15

How to Cite

Antonakopoulou, S., & Veglis, A. (2021). How post time and post type affect the engagement on Facebook: The case of a national media organization. Observatorio (OBS*), 15(4). https://doi.org/10.15847/obsOBS15420211856

Issue

Vol. 15 No. 4 (2021)

Section

Articles

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