Table 7.

Interrupted time series results showing significant factors in the number of new weekly fans and engaged users (by gender).

Predictors	Weekly new fans, β (95% CI)		Weekly engaged users, β (95% CI)
	Male aged 35-54	Female aged 25-54	Male aged 35-54	Female aged 25-54
Per 10,000 paid impressions	0.96 (0.49, 1.43)	4.75 (4.05, 5.46)	3.54 (1.80, 5.28)	7.93 (5.41, 10.44)
Per 10,000 organic impressions	NSa	21.05 (13.20, 28.91)	NS	99.91 (69.04, 130.78)
Per 10,000 viral reach	4.84 (2.60, 7.08)	12.33 (8.12, 16.55)	25.33 (16.79, 33.87)	31.13 (8.03, 54.23)
Overall trend	–0.01 (–1.32, 1.31)	–0.08 (–8.13, 9.38)	0.19 (–5.55, 5.94)	1.30 (–3.56, 6.16)
Trend change	–0.69 (–5.81, 4.43)	0.63 (–8.13, 9.38)	–11.32 (–33.95, 11.30)	12.12 (–55.73, 79.98)
Level change	20.03 (–76.55, 116.63)	–67.91 (–150.34, 14.52)	99.08 (–297.01, 495.17)	–423.72 (–978.75, 131.31)

^aNS: nonsignificant.