  Social media is increasingly being used as a news-platform. To reach their
intended audience, newspapers need for their articles to be well ranked by
Facebook's news-feed algorithm. The number of likes, shares and other reactions
determine the lead scoring criteria. This paper will try to assess how the
reaction volume is impacted by the following criteria: (1) Delay between event
and post release; (2) Time of the day the post is published; and (3) Post
format: video, photo or text. To isolate the effect of the publication time and
post format on a post, we need to control for the news-event and the publishing
newspaper. For that end, a news-aggregator is designed and implemented, to
group together posts that relate to the same news-event. This tool gave some
spin-off results, allowing the ability to map newspapers by similarity and to
detect some topic omissions.
