This study examined the patterns in which media companies provide their news content through Facebook and also confirmed the responses of people consuming that news content, thereby seeking implications for media companies' SNS utilization strategies and future response measures in the current environment where SNS has become ubiquitous. In particular, given that the industry standing of traditional media companies represented by newspapers and broadcasters is not what it was in the past, this study sought to reveal, based on empirical data, what types of content SNS consumers—who are recognized as a new communication channel—actively respond to and how content consumption patterns unfold. To this end, the study reviewed prior research related to the emergence, diffusion, and utilization of SNS, thereby confirming the social position of SNS, and discussed how word-of-mouth effects on SNS manifest, primarily from the effectiveness perspective. Word-of-mouth effects on experience goods such as media content and word-of-mouth about media content on SNS were also discussed. For data collection, software was developed that could collect all content posted on the official news Facebook pages of 10 media companies, along with consumers' comments, likes, sharing frequencies, and comment content. Data posted over a total period of six months were collected, resulting in 12,135 newspaper news content items and 22,777 broadcast news content items, totaling 34,912 news content items. The collected content was then categorized by type, genre, and writing style, and content analysis was performed; comment responses and comment sentiment were also classified in detail. The analysis results showed that consumer responses were more active for visual content types, responses were most frequent for political genre news content, and consumers responded both positively and actively to content written in a conversational style. Meanwhile, differences were confirmed in the news content posting strategies between newspapers and broadcasters. Based on these analysis results, implications for media companies' SNS utilization strategies were derived.