All third-party integration with Facebook occurs via a Facebook application (an application defined at developers.facebook.com), and every application is owned by one and only one personal Facebook profile. You could either develop and code your own service to operate your application, or you could use an existing service to act as your agent.
The SocialOomph service is the agent that acts as the operator of your Facebook application.
This arrangement means you own the Facebook application that posts to your Facebook properties, and you use SocialOomph as the software engine to do that posting for you.
It holds the following benefits: