Except its obvious that posting news articles drives readership towards the links. You get very detailed statistics from Facebook on clickthrough rates and its

Except its obvious that posting news articles drives readership towards the links. You get very detailed statistics from Facebook on clickthrough rates and its not hard to see who clicks through that already has an account for your site (and is likely already a regular reader). Some simple business analysis would show that having a strong presence on Facebook drives value to the company. Look at a company like the American Right Wing outlet DailyWire. They have a massive presence on Facebook and they do a good job of getting people to comment and share articles and it has caused the valuation of the company to explode. (see Now This for a left wing example).