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Factors influencing the success of social media posts: A quantitative analysis of over 60 million Facebook posts
Journal of Digital & Social Media Marketing,
7
(2),
137-147
(2019)
Abstract
This paper investigates the factors influencing the success of social media posts. Specifically, it analyses over 60 million Facebook posts to explore how interaction rate is influenced by factors such as the post type and the use of hashtags and emojis. The findings indicate that certain characteristics do contribute to the success of social media posts. Based on the sample used in this analysis, the post type and the number of hashtags do influence the success of Facebook posts. For this reason, companies should actively consider using them to optimise their reach on Facebook.
Keywords: social media; posts; Facebook
The full article is available to subscribers to the journal.
Author's Biography
Jan Lies has a doctorate and postdoctoral habilitation in economics. Since 2013 he has been a professor of business administration, with a focus on corporate communications and marketing, at FOM University of Applied Science in Dortmund. His research involves evolutionary and behavioural economics as well as marketing. He also works as a marketing consultant.
Sascha Fuß is a digital analyst at TWT Digital Group. He has a bachelor’s degree in media and communication management and a master’s degree in IT management. As a former data analyst at quintly, he has a broad knowledge of social media analytics and online marketing.
