Generating Engagement on the Make Healthy Normal Campaign Facebook Page: Analysis of Facebook Analytics

Facebook is increasingly being used as part of mass media campaigns in public health, including the Make Healthy Normal (MHN) campaign in New South Wales, Australia. Therefore, it is important to understand what role Facebook can play in mass media campaigns and how best to use it to augment or ampl...

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Bibliographic Details
Published in:JMIR public health and surveillance 2019-01, Vol.5 (1), p.e11132-e11132
Main Authors: Kite, James, Grunseit, Anne, Li, Vincy, Vineburg, John, Berton, Nathan, Bauman, Adrian, Freeman, Becky
Format: Article
Language:English
Subjects:
Algorithms
Communication
Health care
Health surveillance
Marketing
Mass media
Obesity
Original Paper
Overweight
Public health
Social networks
Television
Television advertising
Time series
Word of mouth advertising
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Summary:Facebook is increasingly being used as part of mass media campaigns in public health, including the Make Healthy Normal (MHN) campaign in New South Wales, Australia. Therefore, it is important to understand what role Facebook can play in mass media campaigns and how best to use it to augment or amplify campaign effects. However, few studies have explored this. This study aimed to investigate usage of and engagement with the MHN Facebook page and to identify influential factors in driving engagement with the page. We examined both post-level and page-level analytic data from Facebook from the campaign's launch in June 2015 to September 2017. For post-level data, we conducted a series of negative binomial regressions with four different outcome measures (likes, shares, comments, post consumers), including some characteristics of Facebook posts as predictors. We also conducted time series analyses to examine associations between page-level outcomes (new page likes or "fans" and number of engaged users) and different measures of exposure to the page (number of unique users reached and total count of impressions) and to television advertising. Of the 392 posts reviewed, 20.7% (n=81) received a paid boost and 58.9% (n=231) were photo posts. We found that posts that received a paid boost reached significantly more users and subsequently received significantly more engagement than organic (unpaid) posts (P
ISSN:2369-2960
2369-2960
DOI:10.2196/11132