Breakthrough RESEARCH is gathering, analyzing, and sharing evidence on the costs and impact of social and behavior change (SBC) interventions to support the case that investing in SBC is crucial for improving health and advancing development. A review of the SBC costing literature identified 147 studies on SBC costs, methodological shortcomings, and knowledge gaps that can be addressed in new SBC costing studies. <--break->" title="">

The authors ask whether social media campaigns for health issues can break through the "noise" of the multiple messages that populate social media feeds, and if they do, how does the public's “online life” translate to “real-life” behaviors? How can one measure the effectiveness and real impact of social media campaigns?  

"This paper describes the characteristics of an infodemic, which combines an inordinately high volume of information (leading to problems relating to locating the information, storage capacity, ensuring quality, visibility and validity) and rapid output (making it hard to assess its value, manage the gatekeeping process, apply results, track its history, and leading to a waste of effort).