getxb - 9:08 pm on Sep 30, 2010 (gmt 0)

Also adding [mashable.com...]

Facebook relays messages from publishers saying that these users “are more engaged and stay longer when their real identity and real friends are driving the experience through social plugins.” As an example, NHL.com reported that pages per user was up by 92%, time on-site was up by 85%, video viewing increased by 86% more videos and overall visits went up by 36%. Clearly, Facebook is only part of social media referral traffic, but it’s becoming a larger part as the network grows and users become accustomed to interacting with third-party and external content from within the comfort of their social graph.