Original content from media parent sites can be quickly repurposed to drive traffic from the site’s Facebook page back to the parent site. It is a great way to highlight stories of particular interest and importance, or exclusive reporting. Sites can capitalize on hot breaking news stories to direct traffic to their own take on a story.

The addition of logos and design elements reinforce the site’s brand and visual recognition on social media; in Daily Kos’ case, its affection nickname of GOS (Great Orange Satan).