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Impact of Message’s Length over Likes, Comments and Shares. The Mexican Universities Case

Authors:
Gabriel Valerio
Natalia Herrera-Murillo
Dagoberto Herrera-Murillo
María del Carmen Rodríguez-Martínez

Keywords: Facebook fan pages publications; attention economy; message’s length

Abstract:
In a society inundated by information, the ability of capturing other´s attention is a valuable resource. Social media, particularly Facebook, are important spaces to exchange information between organizations and their followers. Universities have been leaders in the social media usage for this goal. Thus, the objective of this research was to explore the impact that text message length could have relating the amount of likes, comments and shares that a post receive. A quantitative analysis was made with 31,590 posts from 28 universities and 1,270,621 likes, 80,620 comments and 252,399 shares generated. Research results allow concluding that the most successful messages are short and that the message length can increase if supported by another media.

Pages: 24 to 26

Copyright: Copyright (c) IARIA, 2014

Publication date: April 20, 2014

Published in: conference

ISSN: 2308-4421

ISBN: 978-1-61208-333-9

Location: Chamonix, France

Dates: from April 20, 2014 to April 24, 2014