You are correct from a cross-channel standpoint, FB traffic would typically be called "Social" or even "Referral" in some cases. In this case, I'd guess they a

You are correct from a cross-channel standpoint, FB traffic would typically be called "Social" or even "Referral" in some cases. In this case, I'd guess they are referring to their organic reach within FB that in turn drove traffic to their site. I could also see it impacting actual organic traffic though. To the degree search algorithms may factor in social relevance, any backlinks gained from things shared on social and then posted to websites, etc., I could see plummeting social reach ripple out to organic traffic to Google potentially.