(1) Background: Social media has increased in importance as a primary source of health communication but has received little academic attention. The purpose of this study was to conduct a content analysis of Facebook comments made in response to a five-week statewide social media intervention promoting use of 1% low-fat milk. Formative research identified health messages to promote, and 16 health messages consistent with the Dietary Guidelines for Americans were posted. During the intervention, 454 Facebook users posted 489 relevant comments; (2) Methods: The themes of user comments were identified using mixed-methods with qualitative identification of themes supplemented by cluster analysis; (3) Results: Six broad themes with 19 sub-themes are identified: (a) sugar, fat, and nutrients, (b) defiant, (c) watery milk, (d) personal preference, (e) evidence and logic, and (f) pure and natural; (4) The subject of milk is surprisingly controversial, a contested terrain in the mind of the consumer with a variety of competing perspectives that influence consumption. Public reactions to a social media nutrition education intervention are useful in understanding audience psychographics toward the desired behavior, require continual efforts to monitor and manage the social media campaign, but provide an opportunity to maximize the utility of real-time interactions with your audience.
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