1. A method comprising: maintaining, by a social networking system, a user account for each of a plurality of users of the social networking system; receiving, from a user of the plurality of users, a post including web content external to the social networking system, the external web content owned by a content owner external to the social networking system; determining, by the social networking system, historical user actions related to the external web content; generating, by the social networking system, a node in the social networking system corresponding to the external web content associated with the content owner, the node being associated with the determined historical user actions, the social networking system including a plurality of other nodes corresponding to content internal to the social networking system, the external web content node and the plurality of other nodes together comprising a social graph; tracking, by the social networking system, user actions related to the external web content node, the tracked user actions comprising one or more communications between the users of the social networking system; generating, by the social networking system, analytics corresponding to the historical user actions and the tracked user actions; and providing, by the social networking system, the analytics to the content owner.