ChasNote

From BrandWeek:

“Facebook took a step toward standardizing the wild world of Web metrics by switching its engagement rating for applications from reporting daily usage to measuring monthly active users.

“The social networking site disclosed the change last week via a company blog aimed at an audience of developers. The goal is to help developers focus on ‘longer-term engagement’ and show them the number of users who visit [their] application over a longer time frame than just one day,’ according to Facebook.

“‘The new metric will force widget developers to work differently,’ said Sonya Chawla, managing director of advertising at Slide, a San Francisco firm that has developed top applications for Facebook like SuperPoke and TopFriends. ‘A daily count measures a flashy application that does one thing like show a movie preview, for example. A longer time frame [metric] will force widget developers to seek longer term engagement with their widget applications.’”

Let’s take a moment of silence to remember vampire teeth.