Infographic - What People "Like": Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram

Infographic of 'What People "Like": Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram' publication. A link to the journal article is found below (Klassen et al, 2018, DOI 10.2196/10227). AbstractBackgroundHealth campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be lessons to be learned by examining the successful strategies commercial brands employ.ObjectiveThis study aims to identify and quantify social media strategies used by the food industry and lifestyle brands, and health promotion organizations across the social networking sites Facebook and Instagram.MethodsThe six most engaging posts from the 10 most popular food industry and lifestyle brands and six health promotion organizations were included in this study. A coding framework was developed to categorize social media strategies, and engagement metrics were collected. Exploratory linear regression models were used to examine associations between strategies used and interactions on Facebook and Instagram.ResultsPosts from Facebook (143/227, 63.0%) and Instagram (84/227, 37.0%) were included. Photos (64%) and videos (34%) were used to enhance most posts. Different strategies were most effective for Facebook and Instagram. Strategies associated with higher Facebook interactions included links to purchasable items (beta=0.81, 95% CI 0.50 to 1.13, P

《"大众点赞"：食品行业品牌、生活方式品牌及健康推广组织在Facebook与Instagram上的社交媒体营销策略分析》出版物的信息图表。该期刊文章链接如下（Klassen等人，2018，DOI 10.2196/10227）。

### 摘要
#### 背景
健康宣传活动在面向年轻人群开展社交媒体推广时始终难以获得理想传播效果，尽管超过80%的年轻人每日至少使用一次社交媒体。诸多食品行业及生活方式品牌已成功实现高用户参与度并有效推广其宣传内容，因此可通过分析商业品牌所采用的成功营销策略，获取可借鉴的实践经验。
#### 研究目的
本研究旨在识别并量化食品行业品牌、生活方式品牌以及健康推广组织在Facebook和Instagram两大社交平台上所采用的社交媒体营销策略。
#### 研究方法
本研究纳入了10个最具知名度的食品行业与生活方式品牌，以及6个健康推广组织的6条最高互动量帖子。研究人员构建了编码框架以对社交媒体营销策略进行分类，并收集了平台互动指标。同时采用探索性线性回归模型，分析所采用的营销策略与Facebook、Instagram平台用户互动量之间的关联。
#### 研究结果
纳入分析的帖子中，Facebook平台帖子共143条（占比63.0%），Instagram平台帖子共84条（占比37.0%）。多数帖子采用图片（64%）与视频（34%）进行内容优化。Facebook与Instagram平台的最优营销策略存在差异。与Facebook平台更高互动量相关的营销策略包括可购买商品链接（beta=0.81，95%CI 0.50至1.13，P