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Facebook’s Open Graph increases website traffic and engagement

December 6, 2011

David Beharall
After 11 years in professional football David retired in 2006 to set up CandidSky. He currently holds the position of Managing Director.

The Facebook news app

This week Facebook has released new research from some of its media partners that have started to use the new Open Graph feature and the feedback is impressive.

The Guardian, The Independent and Yahoo! News have all stated they have seen traffic and engagement on their websites increase massively since building a news app through Facebook’s Open Graph.

The news app reveals to Facebook users what their friends are reading and can look back at top news stories over time.

Yahoo! News traffic increased by 600%

Yahoo! News has reported that since installing the news app traffic from Facebook has increased by a massive 600 percent. Research also found that people who connect to Facebook on the Yahoo! website read more news articles than the average user.

According to The Independent, the Open Graph integration has resulted in older articles that have gone viral through social distribution are being read more and the stories that have been viewed the most are surprisingly from the 1990s.

The Guardian has created a new Facebook app through the Open Graph feature and reported it has generated nearly a million extra page impressions every day in just two months.

News stories visible to new audiences

The Guardian itself has admitted the news app has made their articles visible to new audiences including users that are under 24, which is normally a difficult age group to reach.

The research has shown social and personalised news gains the most engagement and encourages people to return to a website.

Fresh content on a website helps to engage a visitor and encourages them to stay on the website for longer. It is important to always update your news section or blog so people will share it on Facebook or Twitter.

Users will see what their friends are reading and click on the news article or blog to have a look themselves, which increases traffic to the website and helps brand awareness.

I always advise my clients to have a blog section as it engages the visitor and adds personality to a website. Facebook’s Open Graph is a great idea and once again Mark Zuckerberg has tapped into another area that will keep users on Facebook for longer.

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