Table 1 Classification system for categorizing the Facebook posts
1. Overall topic: health Does the post relate to a health issue, or any other aspect (e.g. premiums, job descriptions)? | A. Yes B. No |
2. Targeted disease /condition | A. unspecific, general health B. specific disease / condition a. cardiovascular b. orthopaedic/musculoskeletal c. infectious diseases d. cancer e. mental diseases / mental health f. pregnancy g. type 2 diabetes |
3. Lifestyle / behaviour The behaviour that is explained, illustrated, or promoted in the post | A. healthy nutrition B. exercise / physical activity C. stress and anxiety relief, relaxation D. dental / oral hygiene E. legal drugs (reducing / quitting / avoiding) F. protection from solar UV radiation and heat G. hygiene, prevention of infections, safer sex H. vaccination I. cancer screening J. safety at home / road safety / injury prevention |
4. Type of information / communication The way the behaviour / disease is addressed in written form | A. appeal, invitation (to change behaviour) B. detailed information, educational content C. event notice (e.g. invitation to attend specific courses) D. prize game, contest, quiz |
5. Preventive activity What is the type of preventive activity that the post asks the user to take part in – online or offline? | A. online information / education (to be read by user)/ prize game (to be executed online) B. offline educational event, health-related courses C. offline training, fitness courses D. phone hotline (giving background information) E. offline prize game / contest F. offline recreational activity (e.g. gymnastics session in the park, community walk) |
6. Form of message / post In what format is the message conveyed? | A. text B. text & picture C. picture with inscription / title D. text & video E. video with inscription F. text with link G. link with inscription H. event |
7. Interactivity | A. number of likes/dislikes B. number of comments C. number of shares D. number of markings E. number of questions |