Table 2.

Metadata for the campaign posting.

Posting	Number of comments	Likes	Shares	Views
Don’t Know? Don’t Drink (video)	146	1281	92	203,754
Missed a pill? Maybe? (ad #1)	330	2127	101	N/Aa
You used a condom, right? (ad #2)	250	1714	69	N/A
Definitely, definitely not pregnant? (ad #3)	86	1003	38	N/A
Don't Know? Don't Drink profile thumbnail	7	0	0	N/A
Total	819	6125	300	203,754

^aN/A: not applicable.