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 James Jansen

Research output: Contribution to conferencePaperpeer-review

52 Scopus citations


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 (US)
Number of pages11
StatePublished - Jan 1 2019
Event13th International Conference on Web and Social Media, ICWSM 2019 - Munich, Germany
Duration: Jun 11 2019Jun 14 2019


Conference13th International Conference on Web and Social Media, ICWSM 2019

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications

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