To read or not to read? Identifying communication patterns in three cancer-related Facebook pages

Figures & data

Table 1. Percentage of posts by category

	Quimioterapia e Beleza (%)	Cabelegria (%)	Fundação do Câncer (%)
Testimonies	36	1.5	5.6
Solidarity	13.5	49	14.4
Anniversaries	3.0	2.6	5.1
Science and health	23	3.3	37.1
Events	4.6	1.1	9.2
Institutional	7.3	41.8	9.2
Risk factors	0	0.3	19
Beauty	12.3	0	0
Total	≅100	≅100	≅100

Table 2. Keywords by category

Categories	Number of keywords	Examples
Testimonies	152	Hug, thank, self-awareness, confidence, courage, challenge, God, emotion, faith, happiness
Solidarity	13	Help, charity, caring, donation, saving lives, solidarity, volunteer
Anniversaries	11	Celebration, date, day, right, homage, world, national, international
Science and health	104	Self-examination, scientist, cell, early diagnosis, estimation, study, blood test, immunotherapy, method
Events	13	Action, collect, walk, inscription, lecture, participation, sale
Institutional	11	Center, institution, award, specialist, edict, work
Risk factors	18	Smoke, cigarette, obesity, pollution, sun, tobacco, sunscreen
Beauty	23	Beauty, look, makeup, turban, dress

Table 3. Simple arithmetic mean of likes, shares and comments

Pages	Categories	Simple arithmetic mean			Total impact
		Shares	Likes	Comments
Quimioterapia e Beleza	Testimonies	57.2	806.62	62.68	98.78
	Solidarity	103.34	390.88	22.18	56.84
	Anniversaries	133.55	431.22	20.8	63.87
	Science and health	77.12	330.56	15.48	43.56
	Events	9.66	342.2	11.13	27.38
	Institutional	24	264.62	15.29	29.49
	Risk factors	0	0	0	0
	Beauty	23.94	346.83	30.16	44.74
Cabelegria	Testimonies	142.5	3,833.25	130.75	318.22
	Solidarity	299.66	1,765	67.52	198.82
	Anniversaries	59.57	749.57	11.85	58.28
	Science and health	41.77	299.77	7.44	28.92
	Events	27	392.33	18.33	38.76
	Institutional	130.75	1,006.55	60.69	121.99
	Risk factors	36	953	23	72.1
	Beauty	0	0	0	0
Fundação do Câncer	Testimonies	243	689.81	80.9	143.76
	Solidarity	130	520.42	7.4	57.57
	Anniversaries	1,390	704.9	11.2	321.64
	Science and health	115	236.43	4.8	38.42
	Events	118	216.66	4.33	37.68
	Institutional	115	326.77	3.33	41.83
	Risk factors	77	156.13	2.97	25.43
	Beauty	0	0	0	0

Table 4. Ranking of the total impact of each category, which is the sum of the impact of the three pages studied

Category	Total impact
Testimonies	560.77
Anniversaries	443.79
Solidarity	313.24
Institutional	193.32
Science and health	110.90
Events	103.83
Risk factors	97.53
Beauty	44.74