Google has made it quite clear that they are now including many social media factors when considering ranking specific sites.
All studies and evaluation we could find indicate that social media factors from Facebook and Twitter were EQUALLY important as backlinks!
The community around a topic or theme now helps define what is important.
You absolutely need a social media strategy.
You should have Twitter, Linkedin, Pinterest and Facebook accounts – and use them. This is important to stay on track with your search-engine optimization.
At a minimum you should have business profiles on Facebook and Twitter. And have a management plan in place to post engaging content for your fans.