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On a platform like Facebook, the combination of self-identification from users and algorithmic response to stories that start getting shared heavily, means that there’s lots of room for opinion stories to reach wide readerships.
For many large news sites, strong opinion stories on issues of the day, or from recognised names, can result in major engagement boosts from users sharing a story that identifies with their views, or by weighing in on the comments section.
To understand how opinion based stories contribute to Facebook engagement for large sites, we took a close look at the role of Op-Ed content in driving engagement for two major general news publishers.
Using NewsWhip Analytics, we can specify any domain we want to analyse, as well as the category that we’re interested in looking at on the site. In this case, we zoomed in on English-language Opinion articles from the New York Times and the Guardian, to get their numbers for the month of December 2016....
How social media drives mainstream media reader engagement.