Abstract
To investigate the benefit of “boosting” nutrition-related posts on a University Extension Facebook page by adult users of Facebook. In 2016, Facebook continued to be the most popular social networking platform and its user base is the most broadly representative of the population as a whole (Pew Research Center, 2017). Nearly eight-in-ten online Americans (79%) now use Facebook, more than double compared to other platforms such as Twitter, Pinterest, Instagram, and LinkedIn. According to Pew Research (Greenwood, Perrin and Duggan, 2016), 76% of Americans who use Facebook reported they visit the site daily, up from 70% in 2015. Boosted posts appear higher in Facebook newsfeeds, with a better chance your audience will view them. Posts strategically selected for boosts were those that were already performing well. An audience (age, gender, and geographical location), length of promotion, and desired potential reach were chosen in relation to budget. The average cost of the four boosted posts was from $9 to $11 ($39 total). Data was collected from November 2016 through February 2017, with one boost per month. An increase in views, number of shares, and clicks on the link back to a website for more information was noted during each boost. On average, the boosts resulted in 48% of 9,728 total views; 61% of 89 total shares; and 57% of 128 total link clicks back to our designated website. Selectively boosting already popular Facebook posts can result in a broader audience and greater visibility for nutrition-related information.
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