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The COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how the unexpected and disruptive nature of the pandemic accelerated the development of new communication strategies on their social media.

The study draws on data from 24 midsize cultural institutions and tourist attractions in Denmark over the first two months of the lockdown in 2020. Approximately 900 posts on Facebook were collected and analyzed through the netnographic method. The analysis followed a two-layered qualitative approach. First, open coding to identify typologies and enable a comparison with established strategies from the literature review. Then, an exploratory examination was conducted across the typologies.

Nine different content categories were identified in the data and subsequently assessed and discussed in relation to the literature on strategies and dialogic intentions. This resulted in the emergence of two new overarching strategies: hope and host.

While hope is particularly relevant in crisis situations, the utilization of employees in the host role presents an opportunity for further development and engagement. Further, the results call for future research that breaks with the traditional quest for ideal strategies for the benefit of exploring the notion of “strategic doers”.

The identification of the hope and host strategies, along with the analysis of content categories and their alignment with various strategic intentions, contributes to the existing knowledge in this field. Further, the classic perception of engagement as driven by explicit interaction and dialogue is also challenged.

Type 2 diabetes mellitus has emerged as a major public health problem in Canada. Although the prevalence of Type 2 diabetes among black people is higher than that of white people in Canada, there is no diabetes prevention programme specifically designed to address the behavioural and sociocultural influences on the development of the disease in the black communities. This paper discusses a proposed conceptual framework for the development and evaluation of a diabetes prevention programme that is culturally relevant and responsive to the black communities in Canada. The research literature and results of a recent pilot study that assessed the programming needs of four black communities provide the basis upon which the proposed framework is developed.