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How Does Facebook Define ‘Active Users?’


Written by Lexi Lewtan
February 8th, 2012
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What exactly is an engaged user on the internet today? Andrew Ross Sorkin of The New York Times Dealbook argues that Facebook is blanketing the term “engaged” in their post-IPO user reports. He writes:

“Every time you press the ‘Like’ button on NFL.com, for example, you’re an ‘active user’ of Facebook. Perhaps you share a Twitter message on your Facebook account? That would make you an active Facebook user, too. Have you ever shared music on Spotify with a friend? You’re an active Facebook user. If you’ve logged into Huffington Post using your Facebook account and left a comment on the site — and your comment was automatically shared on Facebook — you, too, are an “active user” even though you’ve never actually spent any time on facebook.com.”

So what does this mean for marketers? Maybe not much in the long run — as long as you’re seeing increasing engagement and ROI from your social activities on Facebook, the platform’s shoddy metrics on a macro level are probably the least of your worries. But they don’t help Facebook grow trust with marketers, something it should probably be more worried about.

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