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Mining and comparing engagement dynamics across multiple social media platforms

Understanding what attracts users to engage with social media content (i.e. reply-to, share, favourite) is important in domains such as market analytics, advertising, and community management. To date, many pieces of work have examined engagement dynamics in isolated platforms with little consideration or assessment of how these dynamics might vary between disparate social media systems. Additionally, such explorations have often used different features and notions of engagement, thus rendering the cross-platform comparison of engagement dynamics limited. In this paper we define a common framework of engagement analysis and examine and compare engagement dynamics, using replying as our chosen engagement modality, across five social media platforms: Facebook, Twitter, Boards.ie, Stack Overflow and the SAP Community Network. We define a variety of common features (social and content) to capture the dynamics that correlate with engagement in multiple social media platforms, and present an evaluation pipeline intended to enable cross-platform comparison.Our comparison results demonstrate the varying factors at play in different platforms, while also exposing several similarities.