There’s More To The FaceBook Traffic Story

Om Malik says Facebook traffic is tanking, based on the September Comscore data which shows a 9.3% decline in uniques v. steady uniques at MySpace.

There’s a problem though - he’s showing unique visitor data but talking about traffic. The Comscore data for U.S. traffic shows only a 4% decline, from 15.2 billion to 14.7 billion page views. MySpace declined 2% in that same period.

And the data is also only taking U.S. traffic into account. Over the last year, non U.S. users have grown to become more than half of Facebook’s total audience. Comscore worldwide data runs a month behind U.S. data, so that information is not yet available for September.

But the bottom line is, there isn’t enough information yet to make any kind of definitive statement about Facebook traffic. It’s also worth noting that something very similar may have happened last year (a September dip in traffic) At the very least we need to wait for the international data.

Data is below - unique visitors is top, below is page views.

Two journalists killed in Somalia

HornAfrik radio host Mahad Ahmed Elmi is shot. Hours later, the co-owner of the station, Ali Iman Sharmarke, is killed in Elmi's funeral procession.
Canadian journalist assassinated Toronto Star
2 Somali Radio Journalists Killed Guardian Unlimited
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From Garage to Cubicle: JS-Kit Closes $1.2 Million Seed Round

Web widget provider JS-Kit has been doing a lot of growing up since starting as a simple commenting widget, founder Lev Walkin’s pet project in his off hours. Since then, that single widget has grown into a company with the addition of CEO Kris Loux, 12 engineers from Filmloop, and today’s $1.2 million round of financing led by the Entrepreneur’s Fund III.

JS-Kit’s library of widgets make it dead simple to add interactivity to your site. They have widgets for commenting, rating, polls, top rated content, and a combination for rated comments. Each of the widgets is fully skinable by CSS and only require a couple lines of code to add. Each of the widgets use javascript and are linked to page elements by the URL of the page or a customized id property.

Over 5,000 sites have added the widgets, adding 1,000 more each month. Combined, the sites generate over 70 million impressions each month. They’ve already got some ideas of how they want to monetize that traffic. One route is dropping advertisements into the widgets. Rather than putting ads in all the widgets, they’ve decided to only put ads in the “top rated content” widget. Publishers can either keep the ads and split the revenue 50/50, or pay about $40 a month/1 million pageviews your widget gets.

The Chronicle of Higher Education is one client which has simply opted to pay. They originally added the widget to their site to save themselves unnecessary development time. We made a similar choice when adding their ratings widget to CrunchBase.

Widgets as white labeled website features is a useful concept for publishers who don’t want to re-invent the wheel. Kickapps has done this somewhat with social networking. However, JS-Kit still has a bit to go in making their widgets viable for larger clients.

As easy to use as JS-Kit’s widgets are, it’s a tough proposition to ask larger businesses to hand hosting and control of their user’s data to JS-Kit. Businesses that depend the most on these features (and would therefore pay the most) may choose to spend the time to develop the feature in house and hedge against any future risk from depending on a web service.