Ciclo do Marketing Digital como estratégia para otimizar a comunicação de informações ligadas à alimentação e nutrição, na mídia social Facebook

Introduction: Facebook is one of the most used social media in the world with an increasing number of health professionals and institutions that use it to promote health among users and for self-promotion, however, intuitively and without planning. Objective: The present study aimed at observing the impact of using the digital marketing tool, “Digital Marketing Cycle”, to optimize the communication of food- and nutrition-related information on Facebook social media. Method: The metrics of publications (reach, likes on the page and on posts, clicks on posts, comments and sharing) made on the Dietecnica page on Facebook were monitored in two distinct moments; between 2013 and 2015, without the use of marketing tools, and between 2015 and 2017 with the use of the latter for planning, producing, executing and assessing conducts. Results: The use of the tool contributed to the optimization of the communication process of food- and nutrition-related information, as demonstrated by the increasing of its metric variables, such as reach. Conclusion: This strategy can put to use by health professionals and institutions that aim at effectively occupying this field of health. However, its use and of social media as a whole, must be carried out from a critical perspective over the impact on the process of communication in health as well as in society, and as a consequence in promoting health in the current scenario.