Predicting Social Media Engagement using Machine Learning

2026-09-13

AI Summary

研究使用机器学习方法（如随机森林、LightGBM和XGBoost）分析家具公司在Facebook上发布的图文帖的视觉、文本和时间特征，以预测社交媒体参与度。

Abstract

Social media platforms are popular channels for disseminating information, owing to their large user bases and ease of access. Companies also use social media as an important aspect of the advertising process. By creating high-quality posts, companies can strengthen their engagement metrics and increase their follower count. While a growing body of research has examined social media engagement, fewer studies have jointly examined the visual, textual, and temporal features of image posts, even though these features collectively determine the performance of content on social media. To understand the important drivers of social media engagement, we collect image posts of furniture firms on Facebook and extract visual, temporal, and textual features from them using text and image analytics methods. We evaluate several machine learning models - including Random Forest, Light Gradient Boosting Machine (LightGBM), and eXtreme Gradient Boosting (XGBoost) - to assess the drivers and the prediction power of social media engagement using the features from our data. Our research quantifies the extent to which these features are associated with interactions and provides recommendations that organizations may consider.

Problem

• social media engagement
• machine learning
• image posts
• feature extraction

Innovation

• visual, textual, and temporal features
• machine learning models
• social media engagement