“…Indirect metrics for campaign effectiveness were (1) audience reach (ie, extent to which the survey sample was characteristic of the target population [ 13 - 15 ], number of countries and local communities represented in the sample [ 12 , 21 ], and number of national associations and external organizations contacted [ 12 ]); (2) campaign interaction (ie, number of clicks and impressions on posts [ 14 , 15 , 18 , 23 , 25 , 27 ], frequency of post views [ 26 ], volume of comments left by target stakeholders [ 26 ], number of searches for campaign pages or downloads of resources [ 17 , 18 ], number of bespoke hashtag clicks or uses [ 25 , 27 ], and Google Analytics [ 18 ]); (3) participant satisfaction [ 17 , 28 , 31 ]; and (4) platform-specific methods (ie, number of website views or likes [ 12 , 14 , 15 , 17 - 19 , 21 , 29 ], number of registered participants in an email chain or total number of delivered emails [ 12 , 13 , 16 , 19 , 21 , 29 , 33 ], new followers and likes on Facebook pages [ 14 , 15 , 17 , 18 , 26 ], and Twitter followers gained [ 14 , 15 , 25 ]).…”