Facebook Sent 10% More Traffic to Websites

This is from a report published by parse.ly, described in a recently published post titled….

Report: Facebook Sent 10% More Traffic To Publisher Websites In August Compared To Last Year

Looks good! Sounds impressive! Feels solid!

However, when I compare it to the recent BrightEdge study about where website traffic comes from, we see that 51% of all website traffic comes from organic search, while only 5% comes from all social media networking sites added together.

Even if we assume all the social media traffic comes from Facebook, that is an increase from 5% to 5.5%.

Looks bad! Sounds terrible! Feels squishy!

Since BrightEdge Tells Us, Why Don’t We Listen?

Having done Inbound Marketing for almost 5 years, and having seen how traffic from organic search greatly outnumbers website traffic from other sources. The BrightEdge study was not needed to convince me, but I’m glad they did the study and published their result.

And now that it’s out, why do people continue to push social media marketing as having a large impact? As having a strong ROI?

Is this just another case of knowing something because we know, independent of the evidence to the contrary?

Don’t get me wrong, I’m not saying don’t do social media. I do social media.

What I am saying is focus the majority of your time, effort, and money where the biggest payback is, which is Inbound Marketing via Organic Search and keeping in touch via email.

While we should do some social media, especially in the early days of a new website, you should spend 5% to 10% of your time on social media, reserving the bulk of your time for the more productive work of publishing content that your desired audience will find useful.

That’s where the big payoff is.

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