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As Andrew Ross Sorkin of the New York Times reports, “Facebook counts as ‘active’ users who go to its Web site or its mobile site. But it also counts an entire other category of people who don’t click on facebook.com as “active users.” According to the company, a user is considered active if he or she ‘took an action to share content or activity with his or her Facebook friends or connections via a third-party Web site that is integrated with Facebook.’ ”
“In other words, 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.”