New Facebook study reveals which posts spark the most engagement

The study is aimed at journalists to help them better understand what their readers ‘like.’ PR pros and brand journalists will find the information useful, too.

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The results are helpful not only for traditional reporters—they can help steer the types of pitches PR people send to them—but also for bloggers and brand journalists.

Highlights from the study include:

• Posts with a question or call to action from a journalist received the most feedback, with twice the comments as the average post and 64 percent more feedback overall. Despite their effectiveness, only 10 percent of posts on journalists’ pages were questions.

• Posts with a journalist’s analysis and personal reflections saw 20 percent more referral clicks.

• Photos drew 50 percent more “likes” than non-photo posts; journalists who shared links with thumbnail images got 65 percent more likes and 50 percent more comments than posts without images.

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