Engagement Metrics And Social Media Strategies Used By Food And Nutrition Related Facebook Accounts:- James, Faith C

ABSTRACT

Social media refers to the reciprocal, web-based communication channels that, unlike traditional media, facilitate interactions and networking. High rates of social media use have led food brands and companies to use social media to enhance their engagement with young adults. Social media serves as a channel to increase commercial gains with little regulation over what is posted. This study is aimed to identify the strategies associated with higher engagement in food and nutrition related facebook  profiles. A search and selection were carried out on food and nutrition related  facebook profile in the facebook application between, February 2022 to February 2023. Data were collected and sorted in social status application. These were coded and analysed with the aid of  IBM SPSS version 25.  A total number  of  4,924 post were generated for the profiles at the selected time frame. Keto  naija (11.5%)  had the highest percentage while cadbury (1.2%) had the lowest  percentage of the total post made.  Zeelious foods (3.08 +10.33) and wellnest low carbohydrates (.01+.08) recorded highest and lowest engagement from the food promotion. While Golden morn(1.60 + 2.27) and Rite food (.04+.16) recorded the the highest and lowest engagement for food company.  Strategies associated with higher facebook engagement included using  photo and video related post and promoting  engagement through advertisement. Strategies associated with lower facebook engagement included text based and textbased/links posts. Health professionals and organization can improve engagement using positive message and tailoring posts appropriate for facebook channel.