INTERDISCIPLINARITY ON COMMUNICATION OF NUTRITIONAL INFORMATION BY SOCIAL MEDIA - FACEBOOK

Background and objectives: BACKGROUND: Social medias has increasingly been used by individuals from Brazil's different regions and social strata, what turn them relevant to communicate nutritional knowledge in a planned and referenced way. Its use can be optimized by nutrition and marketing knowledge interdisciplinarity. OBJECTIVES: It aims to observe the effects of nutrition and marketing knowledge interdisciplinarity during planning and execution of publications related to nutrition, available on Facebook's DIETÉCNICA page; and its metrics variations in two distinct moments. Methods: Metrics provided by Facebook's DIETÉCNICA page were compared between 2013 and 2015, in which publications development and execution were not planned, and between 2015 and 2017, applying "Digital Marketing Decalogue". This tool consists of ten steps that are used in accordance with the time in which the media has been. In this project was used "social networks", "search", "planning", "blogs", "final touch" and "results" for contents planning and execution, decision of publication frequency and collection of its metrics. Metrics are composed by number of people who view the publication; likes, clicks, comments and shares. Results: As a result of the use of "Digital Marketing Decalogue" there was a greater increase on DIETÉCNICA's metrics. Without the use of the marketing tool, number of views on publications (range) was around 300, after the its implementation it achieved about 3000, demonstrating the relevance of planning publications. It was observed that nutrition and marketing knowledge interdisciplinarity during publications planning and execution contributed positively to average increase on Facebook metrics, when compared with the moment when there was no interdisciplinarity. Conclusions: With this project is possible to observe that knowledge interdisciplinarity is essential for planning interventions of nutritional information communication on social media, such as Facebook, because it enables directing efforts to achieve a common goal; in this project it was a greater communication of nutritional knowledge for media users, which was achieved.