Table A2.
Frequency of objective social media strategies used by the fields across Facebook and Instagram. All values are presented as n (%).
| Facebook Posts | Instagram Posts | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Overall n = 430 |
FIB n = 96 |
HO n = 93 |
LP n = 131 |
NP n = 110 |
Overall n = 306 |
FIB n = 75 |
HO n = 51 |
LP n = 110 |
NP n = 70 |
|
| Content type | * | * | ||||||||
| Health promoting | 195 (45.3) | 94 (97.9) | 16 (17.2) | 63 (48.1) | 22 (20.0) | 163 (53.3) | 71 (94.7) | 6 (11.8) | 61 (55.5) | 25 (35.7) |
| Other | 235 (54.7) | 2 (2.1) | 77 (82.8) | 68 (51.9) | 88 (80.0) | 143 (46.7) | 4 (5.3) | 45 (88.2) | 49 (44.5) | 45 (64.3) |
| Prompting engagement | ** | ** | ||||||||
| Announcement | 135 (31.4) | 39 (40.6) | 35 (37.6) | 32 (24.4) | 29 (26.4) | 88 (28.8) | 23 (30.7) | 22 (43.1) | 24 (21.8) | 19 (27.1) |
| Requires a response | 95 (22.1) | 22 (22.9) | 27 (29.0) | 21 (16.0) | 25 (22.7) | 75 (24.5) | 19 (25.3) | 15 (29.4) | 21 (19.1) | 20 (28.6) |
| Requires an action | 39 (9.1) | 9 (9.4) | 9 (9.7) | 13 (9.9) | 8 (7.3) | 17 (5.6) | 7 (9.3) | 4 (7.8) | 4 (3.6) | 2 (2.9) |
| N/A | 159 (37.0) | 24 (25.0) | 22 (23.7) | 65 (49.6) | 48 (43.6) | 126 (41.2) | 26 (34.7) | 10 (19.6) | 61 (55.5) | 29 (41.4) |
| Relationship building | * | * | ||||||||
| External content | 112 (26.0) | 11 (11.5) | 28 (30.1) | 27 (20.6) | 46 (41.8) | 80 (26.1) | 24 (32.0) | 14 (27.5) | 31 (28.2) | 11 (15.7) |
| Replies to the audience | 64 (14.9) | 8 (8.3) | 10 (10.8) | 32 (24.4) | 14 (12.7) | 59 (19.3) | 5 (6.7) | 13 (25.5) | 24 (21.8) | 17 (24.3) |
| Competition | 15 (3.5) | 10 (10.4) | 3 (3.2) | 0 (0) | 2 (1.8) | 6 (2.0) | 3 (4.0) | 1 (2.0) | 0 (0) | 2 (2.9) |
| Event photo | 19 (4.4) | 0 (0) | 10 (10.8) | 4 (3.1) | 5 (4.5) | 13 (4.2) | 1 (1.3) | 7 (13.7) | 1 (0.9) | 4 (5.7) |
| N/A | 218 (50.7) | 65 (67.7) | 42 (45.2) | 68 (51.9) | 43 (39.1) | 148 (48.4) | 42 (56.0) | 16 (31.4) | 54 (49.1) | 36 (51.4) |
| Real-world tie-ins | * | *** | ||||||||
| No | 270 (62.8) | 68 (70.8) | 36 (38.7) | 90 (68.7) | 76 (69.1) | 172 (56.2) | 45 (60.0) | 18 (35.3) | 69 (62.7) | 40 (57.1) |
| Yes | 159 (37.0) | 27 (28.1) | 57 (61.3) | 41 (31.3) | 34 (30.9) | 134 (43.8) | 30 (40.0) | 33 (64.7) | 41 (37.3) | 30 (42.9) |
| Encouragement to eat | * | * | ||||||||
| General encouragement | 143 (33.3) | 37 (38.5) | 17 (18.3) | 41 (31.3) | 48 (43.6) | 110 (35.9) | 26 (34.7) | 16 (31.4) | 36 (32.7) | 32 (45.7) |
| Specific encouragement | 28 (6.5) | 16 (16.7) | 2 (2.2) | 3 (2.3) | 7 (6.4) | 24 (7.8) | 14 (18.7) | 3 (5.9) | 4 (3.6) | 3 (4.3) |
| Food shown | 56 (13.0) | 31 (32.3) | 8 (8.6) | 3 (2.3) | 14 (12.7) | 51 (16.7) | 27 (36.0) | 3 (5.9) | 11 (10.0) | 10 (14.3) |
| N/A | 203 (47.2) | 12 (12.5) | 66 (71.0) | 84 (64.1) | 41 (37.3) | 121 (39.5) | 8 (10.7) | 29 (56.9) | 59 (53.6) | 25 (35.7) |
| Encouragement to exercise | * | * | ||||||||
| No | 352 (81.9) | 96 (100) | 70 (75.3) | 89 (67.9) | 97 (88.2) | 269 (87.9) | 75 (100) | 38 (74.5) | 90 (81.8) | 66 (94.3) |
| Yes | 78 (18.1) | 0 (0) | 23 (24.7) | 42 (32.1) | 13 (11.8) | 37 (12.1) | 0 (0) | 13 (25.5) | 20 (18.2) | 4 (5.7) |
* p < 0.001, Chi-square. ** p < 0.01. *** p = 0.01, Chi-square. Abbreviations: ‘FIB’ food industry brands. ‘HO’ health-promoting organisations. ‘LP’ lifestyle personalities. ‘NP’ nutrition professionals. ‘N/A’ no strategies were applicable. ‘Other’ refers to content such as jokes, fashion, images of friends and family with no relation to health. Overall strategies are in bold (e.g., content type), with subcategories stated below (e.g., health promoting, other).