1. Facebook as content discovery tool
2. Increased traffic to your page and better brand recognition = more link opportunities
3. Use the definition of marketing from the marketing book–managing profitable customer relationships, exchanging something of value for the customer to get something of value from the customer

Traffic analytics firm Parse.ly recently published data that shows more traffic to news and media sites is now driven by Facebook than Google, see the chart below. It appears that people are finding content in their Facebook feed and clicking through to articles directly from their feeds.

“Anyone who works for a major news website or publisher knows that social referrals—that is, links that are shared on social networks such as Facebook and Twitter—have become a crucial source of incoming traffic, and have been vying with search as a source of new readers for some time. ” forbes.com

How do you set a content benchmark? How do you measure success?

Decide on the top 5 keywords that define your industry.

Analyze the performance of content about each of these topics.

Find the most shared content, and find the number of shares it gets on average.

What is the low point, what is the high point? What is the median point?