Zohreh Zahedi et al. have self-archived "What Makes Papers Visible on Social Media? An Analysis of Various Document Characteristics."
Here's an excerpt:
In this study we have investigated the relationship between different document characteristics and the number of Mendeley readership counts, tweets, Facebook posts, mentions in blogs and mainstream media for 1.3 million papers published in journals covered by the Web of Science (WoS). It aims to demonstrate that how factors affecting various social media-based indicators differ from those influencing citations and which document types are more popular across different platforms. Our results highlight the heterogeneous nature of altmetrics, which encompasses different types of uses and user groups engaging with research on social media.