Table 1.

Classifications and definitions of marketing strategies.

Classification/category	Marketing strategy and definition
Prompting interaction	• Question; post which asks the fans to participate in a specific activity (e.g. answer, quiz, share, promote, read, etc.), not including rhetorical questions • Game; post that promotes activities such as personal experiments or fan-video submissions (e.g. other uses for products) • Fill-in; post that prompts users to complete a sentence or paragraph • Photo tagging; post of an image that is linked to users (e.g. tag or @)
Relationship building	• Competition; post that promotes users to enter details or perform an activity for the chance to win a prize • Reply; post that directly responds to a user • User-generated content; post of user material (e.g. from a fan) and not from another organisation • Event photo; post that displays an image from an event, occasion, incident or experience (excluding computer generated or edited images) • Organisation content; post of content originally (primary source) from another organisation (e.g. another health promotion agency)
Emotion inducing	• Meme; post of a viral image for humour purposes • Humour; post with any purpose of entertainment • Attraction; post with a photo, video or other link that appeals to users visually (e.g. desire to have)
Association with success	• Sporting; post that associates or implies sporting success with the brand or consuming its product(s) • Social; post that associates or implies social success with the brand or consuming its product(s) • Sexual; post that associates or implies sexual success with the brand or consuming its product(s)
Real-world tie-ins	• Link to event; post that references a current event (e.g. sporting match) that fans can attend • Sponsorship; post that promotes a financial partnership to link two organisations together for mutual benefits (e.g. alcohol brand advertising and sports event endorsement) • Celebrity / expert endorsement; post that involves a well-known individual or industry expect • Link to culture; post that references a music band, television programme, or any other popular culture (e.g. family, relationships, travel, food, sport, Easter, etc.)
Encouragement to drink	• Recipe; post that lists or links to a list of ingredients for an alcoholic drink or other consumable • Time-specific content; post that references a particular time for consumption (e.g. after work, weekends) • Day-specific content; post that references a particular day for consumption (e.g. public holidays)
Responsible drinking message	• Link to health information; post that names or links to health information, a health promotion agency, or health service • Use of responsible consumption watermark; post with an image that contains a small message of responsible consumption • Other responsible message content; post that includes other responsible messages (e.g. alcohol brand-specific message or hashtags with responsible messages)
Link to other social media channel	• YouTube; link can be through a html address, hyperlink or channel icon • Instagram; link can be through a html address, hyperlink or channel icon • Google+; link can be through a html address, hyperlink or channel icon • Other; includes any linking reference to Soundcloud, Pinterest, Tumblr, or another blog or social networking site