14. The method of claim 11 , wherein receiving a selection of profile unit configurations from the entity external to the social networking system utilizing the user interface for defining a new profile unit further comprises: receiving a sorting property of the new profile unit, the sorting property used by the new profile unit to sort graph actions and graph objects associated with the new profile unit according to the sorting property; and responsive to a query on graph actions having the new action type, sorting results of the query according to the sorting property of the new profile unit.
11. The method of claim 1 , further comprising: providing a user interface for defining profile units for display on the social networking system, the profile units including textual descriptions about a graph action and a user who performed the graph action; receiving a selection of one or more profile unit configurations from the entity external to the social networking system via the user interface for defining a new profile unit; and responsive to the selection of the profile unit configurations, generating a definition of the new profile unit, the definition comprising the profile unit configurations for use by the social networking system to display graph objects in association with graph actions having the new action type.