(DIGIDAY) — The news site with the most engagement on Facebook isn’t the biggest digital property or even the biggest page on the social network.
Despite that, Fox News had nearly 120 million likes, shares and comments on its page in the first six months of the year, well ahead of digital natives including No. 2 NowThis (80 million interactions) and The Huffington Post (61 million). Mark Zuckerberg himself recently cited Fox News in defending Facebook against charges that it’s politically liberal, saying Fox “drives more interactions on its Facebook page than any other news outlet in the world. It’s not even close.”
In addition to raw volume, Fox News also has a high interaction rate on Facebook, which is a measure of how well each piece of its content gets people commenting, liking and sharing. Its interaction rate was 0.16 percent, above the average of 0.12 percent across 50 top news outlets, as defined by interactions divided by the size of the page’s following.
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