These data concern posts published during the year 2014 on the Facebook page of a popular cosmetics brand. The data here are 500 of the 790 rows and part of the features analyzed by Moro et al. (2016). The remaining data points were omitted due to confidentiality issues.
data(facebook)A data frame with 500 observations on the following 19 variables.
X1Total number of likes of the page containing a post.
X2Type of content; a factor with levels Link, Photo, Status, and Video.
X3Manual content category; a factor with levels: action (special offers and contests), product (direct advertisement, explicit brand content), and inspiration (non-explicit brand related content).
X4Month the post was posted.
X5Weekday the post was published.
X6Hour the post was posted
X7An binary variable indicating if the company paid to Facebook for advertising.
Y1Lifetime post total reach: the number of people who saw a page post.
Y2Lifetime number of total impressions: the number of times a post from a page is displayed, whether the post is clicked or not.
Y3Lifetime engaged users: the total number of people who clicked anywhere in a post (unique users).
Y4Lifetime number of post consumers: the number of people who clicked anywhere in a post after purchasing something on the page.
Y5Lifetime number of post consumptions: the number of clicks anywhere in a post by people after purchasing something on the page.
Y6Lifetime number of post impressions by people who have liked the page.
Y7Lifetime post reach by people who like the page.
Y8Lifetime number of people who have liked the page and engaged with the post.
Y9Number of "comments"" on the post.
Y10Number of "likes" on the post.
Y11Number of times the post was "shared.""
Y12Total interactions: the sum of "likes," "comments," and "shares" of the post.
This dataset is publicly available for research. The details are described in (Moro et al., 2016). Please include this citation if you plan to use this data:
S. Moro, P. Rita, Vala, B. (2016) Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research 69(9): 3341-3351.