Pointing to the content bookmarked on the FB wall. In other words, this organic post unit mostly drives traffic to the brands out of FB page. Yes! This baby is a traffic driver!
It’s easy to confirm traffic from individual brand page organic posts, with smart tagging and traditional web analytics. No specialized tracking is required.
Marketers always ask us about the value of that traffic. There are a lot of variables, including how focused the list is, how compelling the post is, etc… At the end of the day it’s all about content. At THIS point however, it’s not a Facebook problem anymore. It’s a marketing problem. FB is an awesome distribution system. Let’s assume we have a list of focused users and 5% of them click through after 80% of the community sees the post. What can we get them to do?
You know, I remember having the same questions about cardboard flyers we mailed to users, trying to get them to pizzerias with coupons, walking there with their own feet. The list was well targeted because we were targeting homeowners in the neighborhood. It was surly delivered. It was opened because their was no envelope. The contingent success variables were whether the message was compelling and if the community thought the business was or seemed to be great …or not!