One issue I’m currently dealing with: Visitors from FB to a website, initiate that visit within the Facebook app. (Of course social and mobile are tightly correlated.) With these visits we can’t set a cookie, plus there’s no referrer. So knowing when someone has made a 3rd visit and trying to initiate a conversion isn’t really possible as far as I know. It all looks like 1st time visits to us.
I think the author’s suggestion is that you have content that is so distinctive and excellent that people feel compelled to make direct visits regularly. So… get a better editor and writing staff I guess.