Talking It Personally: Features of Successful Political Posts on Facebook

Nir Noon Nave*, Limor Shifman, Keren Tenenboim-Weinblatt

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

Abstract

While the centrality of Facebook as a political arena has been widely acknowledged, only scant attention has been given to what makes some political posts more successful than others. Addressing this gap, we analyzed a corpus of political posts written by diverse political actors in Israel. We explored, in particular, two main groups of factors that have been associated with major attributes of Facebook usage: content engagement and self-presentation. The analysis yielded a model of six features that promote the success of a political post: implied emotions, humor, first person, self-exposure, personal stance, and anger-evoking cues. We also identified differences in successful posts written by right-wing and left-wing actors; while humor was found to be a significant predictor of success only in left-wing posts, references to an out-group are associated with success only in right-wing ones. Overall, the findings showed that attributes of self-presentation are strongly linked to the success of political posts.

Original languageAmerican English
JournalSocial Media and Society
Volume4
Issue number3
DOIs
StatePublished - 1 Jul 2018

Bibliographical note

Publisher Copyright:
© The Author(s) 2018.

Keywords

  • Facebook
  • political communication
  • political posts
  • social networks

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