Talking It Personally: Features of Successful Political Posts on Facebook

Research output: Contribution to journalArticlepeer-review


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
Issue number3
StatePublished - 1 Jul 2018


  • Facebook
  • political communication
  • political posts
  • social networks

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Communication
  • Computer Science Applications


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