Abstract
User Engagement is a metric that represents a part of the user experience characterized by attributes of reactions, visibility and user interactivity with others. Quantitative and qualitative analysis were used to establish a new method for calculating User Engagement in Facebook fan pages focused in dissemination of scientific content, news, and events. We focused on social media processes based on Spearman correlation coefficients and categorization of publications by format type and source of content. Variations in Engagement for individual posts were explained by a multiple linear regression model defined using the number of clicks and the reach of posts with an accuracy of up to 91% (R2). The User Engagement increases preferably when it is presented in photo format of an original content creation.
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