Table 2.

Page-level measures and descriptions.

Variable	Description
Weekly new fans	The number of new page likes per week, overall and by gender
Weekly engaged users	The number of unique users who have engaged with the page per week, overall and by gender. This includes any click on the page or one of its post or any storya created by users
Weekly viral reach	The number of unique users who saw MHN or one of its posts from a story shared by a Facebook friend
Weekly paid impressions	Number of times a sponsored story or ad pointing to the page appeared in users’ News Feedsb. These impressions can be for fans and nonfans
Weekly organic impressions	Number of times MHN posts were displayed in News Feeds or on visits to the page. These impressions can be for fans and nonfans
Target Audience Rating Points (TARPs)	An estimate of the reach (how many people were exposed) and frequency (how often they were exposed) of the MHN television commercials per week, provided by an external ratings agency. This was used as an indicator of campaign advertising outside of Facebook

^aA user creates a “story” by liking the page, posting to the page’s timeline, liking, commenting on, or sharing one of the page’s posts, answering a question posted by the page, responding to an event, mentioning the page, or tagging the page in a photo.

^aNews Feed refers to the constantly updating list of stories in the middle of a user’s home page, including status updates, photos, videos, links, app activity, and likes from friends, pages, and groups that they follow.