Framing Facebook Content: An Analysis of How Framing Strategies Drive Facebook Engagement

Abstract To date, there has been ample work dedicated to understanding how framing typologies impact audiences. However, there has been rather little empirical evidence pertaining to the relationship between framing typologies and subsequent user engagement, specifically in regards to how frames impact how users engage with online content. The goal of the present study seeks to expand upon the existing literature, with a specific focus on some of the most prolific typologies used within the communication discipline. In an analysis of Facebook content produced by 239 Down syndrome nonprofits over the course of one year, we offer several findings regarding the relationship between the frames used within Facebook content and the subsequent user engagement that they received. Most notably, results indicate that Facebook posts that utilized elements of the human-interest frame were associated with higher user engagement. Further, despite existing literature indicating the contrary, there does not appear to be a statistically significant difference in user engagement between posts that utilized episodic as opposed to thematic framing. The results presented here offer recommendations for practitioners, marketing professionals, as well as individuals looking to grow their social media presence.