Social Media Optimization is an important part of marketing mix. It isn't merely restricted to creating awareness about your brand. You can also use it to increase participation in your knowledge management strategy use it for support services, product development and recruitment. If you aren't active on the social media you would remain off radar for a large section of your target audience.
When used effectively social media can be one of your greatest assets for improving your site’s organic search results. By connecting with people in various online venues, you extend the reach of your business and increase opportunities for people to link to your main business page. Social media optimization helps connect all of your social media accounts in a cohesive, consistently branded network that points your potential customers where you want them to go.