Social media marketing is more important to your natural search results since Google’s Penguin algorithm update which was designed to eliminate spam from natural search results.
With Google’s focus on spam, low quality and manufactured back links, we are likely to see similar updates in the future.
In a post Penguin world, the key is building natural back links by publishing high value content that people would be more apt to share on social media networks.
Because of the sheer number of users on Facebook and Twitter make them a excellent platform to build your networks providing you with more opportunities for link shares.
While you need to have a strong social media marketing campaign ( including a Facebook business “fan page” ) it is extremely important that you have a “Hub”, ( your own blog or website ) that you are sending this traffic too.
Now when I talk with business owners about social media marketing, its not a question for them of if they should but it is a question for them of do they have the time or resources within their company to manage their social media campaigns or should they outsource the management to professionals?