•Different message features generate different Facebook behaviors.•Sensory and visual features lead to like.•Rational and interactive features lead to comment.•Sensory, visual, and rational features lead to share.•Like is affectively, comment is cognitively triggered, and share is either affective or cognitive or a combination of both. People engage in communication on Facebook via three behaviors—like, comment, and share. Facebook uses an algorithm that gives different weight to each behavior to determine what to show in user’s screen, suggesting that the strategic implication of each behavior may differ from the other. This study investigates when each behavior can be encouraged by organizational messages, thereby making clearer distinctions between three behaviors. A content analysis of organizational messages was conducted, where the researchers assessed message features and related them to each behavior separately. The findings indicated that different message features generated different behaviors: Sensory and visual features led to like, rational and interactive to comment, and sensory, visual, and rational to share. This suggests that like is an affectively driven, comment is a cognitively triggered behavior, and share is either affective or cognitive or a combination of both.