Your point is a valid one. Using the web to simply drive traffic in order to convert people into paying customers is what people are used to. That doesn’t mean it is the only way to go or even the best way to go. By building a thriving community on Facebook an organization will ultimately attract new people, energize existing customers and create a buzz machine that lives on. The traditional model of simply driving traffic to achieve a conversion is great, but once you’ve made that initial conversion you have to start all over again, whereas with a Facebook app or group you have the ability to create a circuit that will keep bringing people back (to both sites).

Jobster has done this quite effectively by creating a social network within a social network effect using their Facebook group and app as an extension of their primary platfrom rather than simply creating a tool that will drive traffic. They even leverage their Facebook app to collect email addresses and data from users that will be used in separate hiring campaigns.

Your point is a valid one. Using the web to simply drive traffic in order to convert people into paying customers is what people are used to. That doesn't mean it is the only way to go or even the best way to go. By building a thriving community on Facebook an organization will ultimately attract new people, energize existing customers and create a buzz machine that lives on. The traditional model of simply driving traffic to achieve a conversion is great, but once you've made that initial conversion you have to start all over again, whereas with a Facebook app or group you have the ability to create a circuit that will keep bringing people back (to both sites).

Jobster has done this quite effectively by creating a social network within a social network effect using their Facebook group and app as an extension of their primary platfrom rather than simply creating a tool that will drive traffic. They even leverage their Facebook app to collect email addresses and data from users that will be used in separate hiring campaigns.