Performance Improvement 2013-2014. Will the Strategy for Promoting the Adoption of Dietary Guidelines for Americans Communications on Facebook Increase Consumer Reach and Engagement?

01/01/2014

This project aimed to promote healthfinder.gov content and engage health consumers in action-oriented content to improve their health. The strategy was to post messages centered on weekly themes related to timely health topics or national health observances, and to help Facebook members take weekly small steps toward prevention, e.g. getting a flu shot, making a list of questions to ask the doctor, or posting a healthy recipe.

Evaluation of the Facebook management strategy measured reach (number of Fans, number of page hits) and engagement or interactivity (number of likes, comments, and message shares). The reach and engagement were then compared against the actual funds spent on Facebook maintenance, analytics, and message development. The target of 11 people reached and engaged per dollar spent was exceeded, with 16 people reached and engaged by July 2012. By the time this report was posted, the Facebook page had over 7,000 fans.

Report Title: Consumer Engagement Strategy for Promoting the Adoption of Dietary Guidelines for Americans Communications On Facebook, http://www.health.gov/nhic/
Agency Sponsor: OASH, Office of the Assistant Secretary for Health
Federal Contact: Holly McPeak, 240-453-8267
Performer: IQ Solutions, Inc.
Record ID: 9856 (December 31, 2011)

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