For links posted to Facebook, comments lead to clickthroughs
To increase the visibility of their posts in Facebook news feeds, journalists should focus on getting people to post comments, according to an analysis by EdgeRank Checker. Facebook uses an algorithm called EdgeRank to determine which posts from friends or brands to highlight for each user. The formula is secret, but involves things like how closely tied the user is to the post creator, and how much activity (likes, comments, etc.) the post accumulates. The analysis found that an average link posted to Facebook received about 3 clicks for each "like," but almost 15 clicks for each comment posted, suggesting comments do much more to raise the visibility of a post and lead to more clickthroughs. || Related: What Facebook's 5 degrees of separation means for the spread of news | All our Facebook coverage.