Table 2.

Social media indicators.

Indicator	Definition
Conversation volume	The number of social media posts pertaining to a specific topic (ie, menstruation, etc).
Reach	The number of screens that viewed the MMHa videos.
Engagement	The number of times people engaged with MMH posts through reactions, comments, shares, retweets, mentions, and likes. Engagement can occur through paid promotion or when social media users organically find the campaign content.
Views	The number of MMH video views of at least 30 seconds, where each video is at least 2 minutes long.

^aMMH: Merci Mon Héros.