  Studies of online social influence have demonstrated that friends have
important effects on many types of behavior in a wide variety of settings.
However, we know much less about how influence works among relative strangers
in digital public squares, despite important conversations happening in such
spaces. We present the results of a study on large public Facebook pages where
we randomly used two different methods--most recent and social feedback--to
order comments on posts. We find that the social feedback condition results in
higher quality viewed comments and response comments. After measuring the
average quality of comments written by users before the study, we find that
social feedback has a positive effect on response quality for both low and high
quality commenters. We draw on a theoretical framework of social norms to
explain this empirical result. In order to examine the influence mechanism
further, we measure the similarity between comments viewed and written during
the study, finding that similarity increases for the highest quality
contributors under the social feedback condition. This suggests that, in
addition to norms, some individuals may respond with increased relevance to
high-quality comments.
