Table 1.

Outreach scores of our framework.

Channel	Maximum outreach	Mean outreach	Total outreach
Twitter	Maximum(followers + users receiving retweets)	SUM(followers + users receiving retweets) / COUNT(followers + users receiving retweets)	SUM(followers at end of phase) + SUM(followers lost) + maximum(users receiving retweets)
Facebook	Maximum(likes + visits)	SUM(likes + visits) / COUNT(likes + visits)	SUM(likes + visits)
Flickr	Maximum(views)	SUM(views) / COUNT(views)	SUM(views)
Liveblog	Maximum(online users at the same time)	SUM(online users) / COUNT(online users)	SUM(online users)
Email	Maximum(recipients)	SUM(recipients) / COUNT(recipients)	COUNT(recipients)
Website	Maximum(visits)	SUM(visits) / COUNT(visits)	SUM(visits)
Attendees	Maximum(persons)	SUM(persons) / COUNT(days of event)	COUNT(persons)