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Table 4 Engagement metrics associated with different behavior topics and communication techniques

From: How German health insurance providers use social online networks to promote healthy lifestyles: a content analysis of Facebook® accounts

  Posts
(n)
Posts with zero activity (n) (Dis)likes/
post
(n)
Shares/ post
(n)
Comments/ post
(n)
Responses on comments/ post
(n)
Lifestyle/behaviour addressed in post
Exercise/physical Activity 428 1 84.3 7.8 7,5 1,3
Healthy nutrition 316 0 97 9.6 9,4 2,2
Stress and anxiety relief 168 0 59.2 12.6 2,6 1,3
Healthy living (unspecific) 94 1 121 10.1 4,0 2,7
Legal drugs 67 0 73.2 11.2 3,6 1,5
Cancer screening 63 1 53.4 16.2 2,2 1,6
Protection from UV / heat 51 0 61.9 7.4 1,8 1,4
Dental / oral Hygiene 46 0 30 3.5 1,8 0,6
Vaccinations 40 0 41.3 3.45 1,2 3,4
Hygiene, prevention of infections 36 0 42.1 4.4 1,7 1,1
Safety / injury prevention 24 0 106.9 12 3,3 2,3
Type of information / communication
Detailed information, educational content 713 2 80.3 10.3 4,2 1,8
event notice 251 1 29.4 5.3 0,6 0,2
Prize game, contest, quiz 134 0 171.8 17.2 37,2 4,0
Appeal, invitation (to change behaviour, to attend courses etc.) 105 0 129 5.7 3,5 1,2
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