Traffic

Social media traffic comes from a variety of origins and is a key indicator of the efficacy of a social media presence. Using a combination of organic, paid, referral, and direct means, a profile either on the social media platform itself or on the associated website can generate user interaction. A user can take a number of actions that constitute 'traffic': viewing a post, clicking a link that leads to an external site or piece of content, and engaging with the post itself by liking, commenting, or sharing it.

But what do traffic origins and actions tell marketers and influencers? For one, actions indicate engagement, and the more a user engages, the more a user can be said to comprehend and have affinity (or, in some cases, adverse reaction) to the content itself. For another, high traffic can be a sign of interesting content, and the more interesting content is, the more likely it can be said to drive other goals, like conversions (often to a site off of the main social platform), brand awareness, or lead generation.