Abstract Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed.

中文翻译：

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是什么使Facebook品牌帖子吸引人？Facebook品牌帖子文字的内容分析，该文字增加了分享，喜欢和评论的数量，从而影响了有机病毒的传播范围

摘要自然覆盖面（通过无偿分发显示Facebook品牌帖子的人数）正在下降。哪些因素会增加份额，喜欢和评论（已知会影响自然覆盖率的互动方式）？对1,000个品牌Facebook帖子文本进行的内容分析发现：（1）新/现在帖子对增加份额和评论的显着影响；（2）时间/日期帖子对增加份额的显着影响；（3）教育帖子对增加份额和评论的显着影响减少喜欢和评论。晋升/竞赛和社会事业/企业社会责任（CSR）职位均未取得明显成果。探索与扩散理论和病毒定义的关系。管理意义也进行了讨论。