Impact of different categories of posting
| Category | Posts n (%) | Likes and Shares per post | Total Reach per post |
| Personal Stories | 40 (22) | 16 (5–32) | 229 (132–421) |
| Unit news | 66 (37) | 9 (3–19) | 162 (98–282) |
| Associated news | 13 (7) | 8 (3–15) | 147 (80–161) |
| Inviting user engagement | 17 (9) | 2 (0–8) | 88 (67–138) |
| Health education | 44 (24) | 1 (0–3) | 80 (69–115) |
| Total | 180 (100) | 5 (1–15) | 137 (84–150) |
Data are presented as median (interquartile range) unless otherwise stated. Facebook posts were divided into five categories. The number of “Likes”, “Shares” and total “Reach” have been averaged per post.