Social media account where NZ Garden Bird Survey (NZGBS) results were promoted: Facebook pages or Twitter profiles for the NZGBS or it's host organisation (MWLR - Manaaki Whenua - Landcare Research)

Campaign year when social media post was published

Campaign year re-scaled and centered around zero.

Date and time social media was published (as downloaded from the respective social media platform).

URL link to the social media post

Text message published in the respective social media post

The media format of the resource that was posted on social media.

Whether the social media post was shared to the NZ Garden Bird Survey Facebook group or not.

The number of times that the post (or tweet) appeared on any news feed.

The number of people that engaged with the post.

The number of times that a user clicked on a URL link available on the post.

The number of times that a user liked or reacted the social media post (on Facebook, this included a range of reactions to convey how the user felt about the post, based on total counts for ‘stories created about your Page post’)

The number of comments (on Facebook pages, based on total counts for ‘stories created about your Page post’) or replies (on Twitter).

The number of shares (on Facebook pages, based on total counts for ‘stories created about your Page post’) or retweets (on Twitter).

The number of shares (determined for Facebook posts only) that were by an institute (formal or informal). This information was gathered by manually reviewing the sharing activity of each post.

Number of times that the post appears on a newsfeed of someone who has not liked the respective Facebook page.

Number of times a user who has not liked the respective Facebook page interacted with a post.