I remember years of email marketing, testing coupon offers. How much should we offer as a discount? How many form fields should we harvest on the landing page? What is the marketing message that works? WHAT IS THE MARKETING MESSAGE THAT WORKS?
Facebook is not a stupid place for marketers. Stupid marketers mix unfocused fans with real ones, don’t understand the distribution model and #FAIL to deliver wall posts that a) send users anywhere that matters and b) have little compelling spark to drive users to do anything! LOL.
Other organic post types do not always yield clicks to outside sites.
For instance, when you post a photo, look where it drives you.
Inside of FB. Weeeeee! Unless you have some great viral content that day, the reward is a conversation amongst subscribers. Again, conversation has it’s benefit, but it’s not an direct ROI unit. If the content is viral it may have limited legs and the very occasional homerun. There are benefits to being social after all. Still, I want to take traffic outside of FB, not deeper, unless I’m very specifically just to hang out