As Facebook shares traded to an all-time-high price, insiders adjusted their statuses to “selling.”

Five Facebook (ticker: FB ) insiders sold 1,043,376 shares for $80,622,486, an average of $77.27 each, from Sept. 4 through Oct. 7. All transactions were conducted as Rule 10b5-1 planned sales.

Chief Operating Officer Sheryl Sandberg sold 850,002 shares of the social network for $65,822,973. She now directly holds 5,661,943 shares, a stake of less than 1% in Facebook. Sandberg also holds 7,983 shares through a trust.

Sandberg’s most recent previous transaction was on Aug. 25, when she sold 283,300 shares for $21,200,000, an average of $74.99 each, through a Rule 10b5-1 planned sale.

Michael Todd Schroepfer, chief technology officer and vice president of engineering, exercised options and sold 145,000 shares for $11,084,950. He now directly holds 230,401 shares. His most recent previous transaction was on Aug. 19, when he exercised options and sold 85,000 shares for $6,400,000, an average of $74.91 each, through a planned sale.

Christopher K. Cox, chief product officer, sold 10,874 shares for $839,690 and now directly holds 574,851 shares. Cox’s most recent previous transaction was on Aug. 25, when he sold 41,400 shares for $3,100,000, an average of $74.98 each, through a planned sale.

David B. Fischer, vice president of marketing, sold 36,000 shares for $2,759,148. Jas Athwal, chief accounting officer, sold 1,500 shares for $115,725.

Sandberg was named Facebook COO in 2008 and was formerly vice president of global online sales and operations at Google ( GOOG ). Cox has been with the company since 2005. Schroepfer was previously with closely held Mozilla and Oracle ( ORCL ) unit Sun Microsystems.

A spokeswoman for Facebook declined to comment on the transactions.

On Sept. 30, Facebook shares traded to a high of $79.71, a record. The stock closed at $72.91 on Friday.

Oppenheimer managing director and Internet analyst Jason Helfstein sees the shares going higher. Helfstein, who rates Facebook at Outperform, raised the price target to $90 from $79 on July 24.

“Facebook is a global, billion-person platform. It’s huge and it didn’t get there overnight,” says Helfstein in an interview with Barrons.com. “We’re much more worried about [the viability of] alternative platforms like Snapchat or Pinterest at this time.”

Ben Silverman, director of research of InsiderScore, says in an interview with Barons.com, “We are continuing to see planned and patterned sales by Facebook insiders. They’ve been fairly price-agnostic with their sales. Sandberg took a lot of stock for coming to the company and it’s not a surprise to see her diversify her wealth. She has close to a billion dollars of exposure to Facebook in restricted stock awards.”

Recent Insider Activity

Buyers

Company Name	Insider’s Name	Title	Value	No. Shares	Ranges of Values	Transaction Dates
Agco	M. Srinivasan	DO	$5,375,330	127,042	42.31-42.92	Oct 8 2014
Ever Glory International Group	J. Sun	CO	1,322,553	224,924	5.88	Sept 22 2014
Retrophin	M. Shkreli	CEO	590,742	53,000	10.82-11.78	Sept 19-22 2014
Accelerate Diagnostics	J. Schuler	DO	540,357	32,411	16.67-16.8	Sept 18-19 2014
Brady Corp	P. Allender	D	350,730	15,000	22.70-23.72	Sept 15-17 2014
Stage Stores	M. Glazer	CEO	162,328	10,000	16.23	Sept 23 2014
Hallmark Financial Services	N. Anand	CEO	150,867	15,391	9.68-9.85	Sept 12-15 2014
Novatel Wireless	S. Souissi	P	120,077	47,626	2.47-2.79	Sept 15-16 2014
Brady Corp	C. Goodkind	D	117,000	5,000	23.40	Sept 19 2014
Neonode	B. Eriksson	CEO	113,935	50,000	2.28	Sept 22 2014

Source: Thompson Reuters

Recent Insider Activity

Sellers

Company Name	Insider's Name	Title	Value	No. of Shares	Ranges of Values	Transaction Dates
Veeva Systems	G. Ritter	D	$57,200,000	2,000,000	28.60	Sept 19 2014
Veeva Systems	G. Ritter	D	28,250,000	1,000,000	28.25	Sept 24 2014
Gilead Sciences	J. Milligan	P	15,365,817	146,895	103.16-104.86	Oct 7 2014
Jazz Pharmaceuticals	S. Mulligan	D	8,750,000	50,000	175.00	Sept 11 2014
Lions Gate Entertainment	J. Feltheimer	CEO	8,396,294	250,000	33.56-33.60	Sept 17-19 2014
Linkedin	J. Weiner	CEO	7,892,936	37,000	207.57-223.36	Sept 15 2014
Laboratory Corp Of America Holdings	D. King	CEO	6,830,746	65,234	104.64-105.58	Sept 22 2014
Workday	M. Stankey	P	6,717,752	73,126	91.31-92.71	Sept 11-12 2014
Gamestop	D. Dematteo	OD	6,544,590	150,000	43.63	Sept 19 2014
Workday	M. Stankey	P	6,171,638	73,126	83.80-87.76	Sept 22-23 2014

Source: Thompson Reuters

Here’s a rundown of insider trading activity reported on Oct. 10, 2014. An insider is any officer, director or owner of 10% or more of a class of the company’s securities. The table shows purchases and sales which must be reported to the SEC and other regulators by the 10th of the month following the month of the trade, includes both open-market and private transactions involving direct and indirect holdings. Excludes stock valued at less that $2 per share, acquisitions through options and companies being acquired. Included are purchases, sales and stock registered for sale for individual officers, companies, and sectors.

AC-member of the advisory committee. AF-affiliated person. AI-affiliate of investment advisor. AV-assistant vice president. B-beneficial owner of more than 10% of a security class. BC-beneficial owner as custodian. BT-beneficial owner as trustee. C-controller. CB-chairman. CC-member of the compensation committee. CEO-chief executive officer. CFO-chief financial officer. CI-chief investment officer. CO-chief operating officer. CP-controlling person. CT-chief technology officer. D-director. DO-director and beneficial owner. DS-indirect shareholder. EC-member of the executive committee. EVP-executive vice president. F-founder. FC-member of the finance committee. FO-former. GC-general counsel. GM-general manager. GP-general partner. H-officer, director and beneficial owner. I-indirect transaction filed through a trust, insider spouse, minor child or other. IA-investment advisor. LP-limited partner. M-managing partner. MC-member of committee or advisory board. MD-managing director. O-officer. OB-officer and beneficial owner. OD-officer and director. OE-other executive. OP-officer of parent company. OS-officer of subsidiary company. OT-officer and treasurer. OX-divisional officer. P-president. R-retired. S-secretary. SC-member of the science/technology committee. SH-shareholder. SVP-senior vice president. T-trustee. TR-treasurer. UT-unknown. VC-vice chairman. VP-vice president. VT-voting trustee. X-deceased.

*-Half of the transactions were indirect.