Although celebrated by many in the Silicon Valley, it has been suggested that the monthly and daily users figures released by Facebook might not be entirely accurate, according to an article published by ZDNet Asia News.

The social media site – popular for social media marketing campaigns – claimed in the filing of its IPO (initial public offering) that it had around 845 million active users per month and 483 million active users per day.

However, New York Times columnist, Andrew Ross Sorkin, has argued that Facebook failed to mention that a good section of those users might not actually be visiting Facebook.com.

In its S-1 filing papers, Facebook state: “We define a daily active user as a registered Facebook user who logged in and visited Facebook through our website or a mobile device, or took an action to share content or activity with his or her Facebook friends or connections via a third-party website that is integrated with Facebook, on a given day.”

Others such as Barry Ritholtz, director of equity research at Fusion IQ, have said that the number of users visiting Facebook on a daily basis is actually much lower than the figure of 483 million presented by Facebook.

Speaking from a business perspective, Ritholtz went on to add that those not visiting the site “cannot be marketed to, they do not see any advertising, they cannot be sold any goods or services.”

Mark Zuckerberg, Facebook’s co-founder and CEO, has previously stated that the site’s measurement of success has shifted away from the amount of users on the site to how engaged they are.

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