Todd Zeigler at Bivings breaking down his own anecdotal evidence for Twitter being a better traffic referrer, along with some good reasons why this would make sense, including a point that dovetails well with the Time piece “How Twitter Will Change the Way We Live“:
Ultimately, I think Facebook is still primarily about your friends, while Twitter is more about content discovery (and, increasingly, brands and celebrities). I have no doubt this will change as Facebook continues to grow and tweaks its model further. But for now the nature of Twitter makes it a better driver of traffic than Facebook, at least in my experience.
Twitter has already distinguished itself as being more relevant to its users than Facebook has, and with a fraction of the audience is driving more traffic to at least some websites. As the Time article points out, Twitter is actually enhancing the covnersation:
Websites that once saw their traffic dominated by Google search queries are seeing a growing number of new visitors coming from “passed links” at social networks like Twitter and Facebook. This is what the naysayers fail to understand: it’s just as easy to use Twitter to spread the word about a brilliant 10,000-word New Yorker article as it is to spread the word about your Lucky Charms habit.
What Todd refers to as “content discovery” really goes to the heart of Twitter’s value: it’s not about what your friends had for breakfast — it’s about what your peers think is important right now. People who get that and follow intelligently get value out of Twitter.