Facebook to remove share count API

Last year Twitter stopped sites from displaying the number of times an article had been Tweeted. This sent marketers into meltdown. Now Facebook is doing the same thing.

James Parsons, for Inc.:

This is an interesting change. Facebook clearly still shows share counts on their own buttons. It’s only the availability of data for third party buttons that has been removed. In other words, Facebook is trying to shut down third party share counters, in favor of making marketers either use no-count buttons like Twitter, or making them use the official Facebook buttons.

Site owners everywhere will need to update or remove their sharing buttons. It’s questionable how useful having the count next to the button is to the audience anyway:

My question is actually how long Facebook’s buttons will continue showing share counts. I may be erring on the apocalyptic side here, but this hints to me at a larger change in the works. Facebook share counts are a good metric to monitor for tracking engagement rates, but the display of the counts wasn’t necessarily helpful or valuable.

Here’s what I think is the key takeaway:

[Marketers] didn’t work towards better goals, and treated share counts as the goal in and of themselves […] I’m not saying seeking engagement is a bad thing, but it’s just another example of fixation on a number that isn’t as meaningful as people thought it was.

Author: Matthew Culnane

Sometime social and UX person working in education. Interested in food, books, music, others. Working out how it all works.