The document discusses research on social media usage and content sharing on Facebook. It provides data on factors that influence user engagement such as the day of the week, time of day, post type, sentiment, and language used. The takeaways emphasize facilitating existing relationships, knowing your audience, emphasizing social proof, using simple language, and focusing on entertainment and positivity to boost sharing and engagement on Facebook.

1. The Science of Facebook
The science of social networking.
Dan Zarrella
Social Media Scientist

2. Unicorns and
Rainbows

3. #FBSci
“We’re on the cusp of a new way of
doing social science. Our
predecessors could only dream of
the kind of data we now have.”
-Nicholas Christakis

4. Gossip and
grooming

5. #FBSci
Takeaway:
Facilitate existing
relationships.
Via @DanZarrella

6. Profiles

7. #FBSci
Takeaway:
People have
profiles, brands
have pages.
Via @DanZarrella

9. Ambient
Awareness

11. Performance

13. #FBSci
Takeaway:
Help your users
look cool.
Via @DanZarrella

14. Facebook Profile Activity by Age

15. Women Are Talked to More

16. More Men Say They’re Single

17. Women Describe Themselves More

18. #FBSci
Takeaway:
Know your
audience.
Via @DanZarrella

20. Pages

21. Day vs Likes
0.17%
0.17%
0.16%
0.16%
0.15%
0.15%
0.14%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

22. Hour vs Likes
0.19%
0.18%
0.17%
0.16%
0.15%
0.14%
0.13%
0.12%

23. Buzzwords in Facebook Pages

24. #FBSci
Takeaway:
Stay away from
buzzwords.
Via @DanZarrella

25. Facebookers “Like” Food

27. Most “Liked” Page Types

28. Least “Liked” Page Types

30. Takeaway:
Be entertaining.
Via @DanZarrella

31. Post Type vs Likes
0.30%
0.25%
0.20%
0.15%
0.10%
0.05%
0.00%
photo status video link

32. 0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0
30
60
90
120
150
180
210
240
270
300
330
360
390
420
450
480
510
540
570
600
630
Post Length vs Likes
660
690
720
750
780

33. Sentiment vs Likes
0.26%
0.24%
0.22%
0.20%
0.18%
0.16%
0.14%
0.12%
0.10%
-12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26

34. Self Reference vs Likes
0.06%
0.05%
0.04%
0.03%
0.02%
0.01%
0.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

37. Social proof

38. #FBSci
“We view a behavior as more correct…
to the degree that we see others
performing it”
-Robert Cialdini

40. Sharing

43. #FBSci
Takeaway:
Emphasize social
proof.
Via @DanZarrella

44. Video Sharing

45. #FBSci
Takeaway:
Videos do better on
Facebook than
Twitter.
Via @DanZarrella

46. Digits

47. Linguistic Content

48. #FBSci
Takeaway:
On Facebook,
sex and positivity
sells.
Via @DanZarrella

49. Readability

50. Part of Speech

51. #FBSci
Takeaway:
Write simply and
Plainly for
Facebook.
Via @DanZarrella

52. Day of Week

53. #FBSci
Takeaway:
Weekends are more
Facebook sharing
friendly.
Via @DanZarrella

54. Most Shareable Words

55. #FBSci
Gossip is just news
running ahead of itself in a
red satin dress.
-Liz Smith

56. Least Shareable Words

57. Meta Mentions

58. #FBSci
Takeaway:
Think
mainstream.
Via @DanZarrella

59. Dan Zarrella
@DanZarrella