What Comments Did I Get? How Post and Comment Characteristics Predict Interaction Satisfaction on Facebook

Abstract

Commenting on social media posts is an important part of interaction on Facebook and other social media sites. The number of comments people receive has been linked to their experience on social media, but less is known about how the content of comments relates to both the original posts and posters’ communicative outcomes, such as their mood and satisfaction with the interaction. The present study analyzed 822 Facebook status updates from a sample of 233 participants, along with 1175 corresponding comments, to determine how post, comment, and outcome characteristics are interrelated. We found congruence in valence and intimacy between status updates and comments, supporting the reciprocity principle of self-disclosure. Controlling for the number of comments and the content of posts, the content of comments mattered for satisfaction: more intimate comments were associated with higher levels of interaction satisfaction, and both intimacy and positive valence of comments were associated with more lasting effects on mood.