There's an interesting article on AdAge by Bob Knorpp that made me think differently about how I look at social media. He points out that a lot of social media is really SEO, designed not to engage but to entice people to come to our sites.
I've always looked at this "broadcast" social media as lame, as not what social media is all about. I've never thought about its value as part of an overall SEO strategy. Sure, it's still better to use social media for engagement, but if you can't or won't (and there are lots of reasons why that might be the case) then why not think of it in this way? It's instructive to list out the ways your company is using Twitter, Facebook, LinkedIn, etc. and then label each item as engagement or SEO. You can then look at the SEO items to determine how they fit into the rest of your SEO strategy and make adjustments as needed.
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