[40]. The News Feed algorithm uses several factors to determine top stories shared by people and by Pages of businesses, brands or organizations, including the number of comments, who shared the story, and what type of post it is (for example, photo, video, or status update) [41]. CERN relies on organic reach only, meaning that no payment was given to any of the platforms in exchange for increased exposure to the items. Three user behaviours were recorded for each item: (1) “Likes”, “Favourites” (Twitter) or “+1” (Google+) (hereafter “likes”); (2) Comments or replies (hereafter “comments”); and (3) Shares or retweets (hereafter “shares”) (Table 5). In addition, three user behaviours were recorded for each link: (4) Click-throughs he number of times the link was clicked; (5) The average visit duration on CERN’s page if the link was clicked; (6) The retention rate he percent of visitors who clicked on the link and then clicked on other links within the page. The first four user behaviours occur on the social media platform, whereas the last two relate to on-site behaviours. Because of technical constraints of the Instagram platform, only the first two behaviours (1?) were recorded for that platform (nInstagram = 32) (Table 5).Data CollectionUser behaviours were recorded using Engagor (http://www.engagor.com), which records likes, shares and comments. CERN’s “shortened URL service” recorded click-throughs, visitPLOS ONE | DOI:10.1371/Relugolix manufacturer journal.pone.0156409 May 27,6 /PD98059 supplier Engagement with Particle Physics on CERN’s Social Media PlatformsFig 1. Examples of the five social media platforms and four content types. Top row, left to right: one of the 40 Wow items, shown on Facebook; one of the 40 Throwback Thursday items, shown on Twitter English; one of the 40 Guess What It Is items, shown on Google+. Bottom row, left to right: one of the 40 Wow posts, shown on Instagram; one of the 94 news items, shown on Twitter French. doi:10.1371/journal.pone.0156409.gdurations and retention rates. Data collection period spanned 17 October?11 December 2014. Engagement is typically in the first 24 hours after a post is published. With CERN’s global audience, to take into account time-zones and subsequent shares of content, it was decided to collect the data for each post approximately one week after the post was published.Statistical AnalysisRaw data was normalized by audience size of the platform on the date of item posting, and standard z-scores were computed. For instance, if an item on Facebook received one standard deviation more comments (per 1,000 followers) than the mean for comments on Facebook items, its “comments” z-score was 1. Items with at least one user behaviour statistic scoring |z|Table 3. Cross-tabulation of items by social media platform and content type. Content Type Facebook News GWII TBT Wow Total 24 8 8 8 48 Twitter English 23 8 8 8 47 Platform Twitter French 17 8 8 8 41 Google+ 22 8 8 8 46 Instagram 8 8 8 8 32 94 40 40 40 214 Totaldoi:10.1371/journal.pone.0156409.tPLOS ONE | DOI:10.1371/journal.pone.0156409 May 27,7 /Engagement with Particle Physics on CERN’s Social Media PlatformsTable 4. Cross-tabulation of links by social media platform and content type. Item Type Facebook News GWII TBT Wow Total 30 12 9 9 60 Twitter English 29 11 9 9 58 Platform Twitter French 20 11 9 9 49 Google+ 28 12 9 9 58 Instagram 0 0 0 0 0 107 46 36 36 225 Totaldoi:10.1371/journal.pone.0156409.t004 Table 5. Interactive behaviours recorded on social media in this s.[40]. The News Feed algorithm uses several factors to determine top stories shared by people and by Pages of businesses, brands or organizations, including the number of comments, who shared the story, and what type of post it is (for example, photo, video, or status update) [41]. CERN relies on organic reach only, meaning that no payment was given to any of the platforms in exchange for increased exposure to the items. Three user behaviours were recorded for each item: (1) “Likes”, “Favourites” (Twitter) or “+1” (Google+) (hereafter “likes”); (2) Comments or replies (hereafter “comments”); and (3) Shares or retweets (hereafter “shares”) (Table 5). In addition, three user behaviours were recorded for each link: (4) Click-throughs he number of times the link was clicked; (5) The average visit duration on CERN’s page if the link was clicked; (6) The retention rate he percent of visitors who clicked on the link and then clicked on other links within the page. The first four user behaviours occur on the social media platform, whereas the last two relate to on-site behaviours. Because of technical constraints of the Instagram platform, only the first two behaviours (1?) were recorded for that platform (nInstagram = 32) (Table 5).Data CollectionUser behaviours were recorded using Engagor (http://www.engagor.com), which records likes, shares and comments. CERN’s “shortened URL service” recorded click-throughs, visitPLOS ONE | DOI:10.1371/journal.pone.0156409 May 27,6 /Engagement with Particle Physics on CERN’s Social Media PlatformsFig 1. Examples of the five social media platforms and four content types. Top row, left to right: one of the 40 Wow items, shown on Facebook; one of the 40 Throwback Thursday items, shown on Twitter English; one of the 40 Guess What It Is items, shown on Google+. Bottom row, left to right: one of the 40 Wow posts, shown on Instagram; one of the 94 news items, shown on Twitter French. doi:10.1371/journal.pone.0156409.gdurations and retention rates. Data collection period spanned 17 October?11 December 2014. Engagement is typically in the first 24 hours after a post is published. With CERN’s global audience, to take into account time-zones and subsequent shares of content, it was decided to collect the data for each post approximately one week after the post was published.Statistical AnalysisRaw data was normalized by audience size of the platform on the date of item posting, and standard z-scores were computed. For instance, if an item on Facebook received one standard deviation more comments (per 1,000 followers) than the mean for comments on Facebook items, its “comments” z-score was 1. Items with at least one user behaviour statistic scoring |z|Table 3. Cross-tabulation of items by social media platform and content type. Content Type Facebook News GWII TBT Wow Total 24 8 8 8 48 Twitter English 23 8 8 8 47 Platform Twitter French 17 8 8 8 41 Google+ 22 8 8 8 46 Instagram 8 8 8 8 32 94 40 40 40 214 Totaldoi:10.1371/journal.pone.0156409.tPLOS ONE | DOI:10.1371/journal.pone.0156409 May 27,7 /Engagement with Particle Physics on CERN’s Social Media PlatformsTable 4. Cross-tabulation of links by social media platform and content type. Item Type Facebook News GWII TBT Wow Total 30 12 9 9 60 Twitter English 29 11 9 9 58 Platform Twitter French 20 11 9 9 49 Google+ 28 12 9 9 58 Instagram 0 0 0 0 0 107 46 36 36 225 Totaldoi:10.1371/journal.pone.0156409.t004 Table 5. Interactive behaviours recorded on social media in this s.
