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?  

"Social listening is the monitoring of a brand's social media channels for any customer feedback and direct mentions of the brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities."

"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).