“Why would anyone go to a search engine optimization firm for the execution of a social campaign? I’m trying not to use the term “social media” because that term hardly reflects what is essentially modern public relations. Generally speaking, the average SEO shop is a technical resource that helps clients develop or re-engineer web pages to make them more crawler-friendly. In my experience, the majority of SEO shops rarely even provide link-building services. That said, I’ve always believed that link-building is more of a public relations and marketing exercise than it is an SEO one.” – Excerpt from Mike Grehan’s article “Is there a link between Search and Social?” in Search Engine Strategies, Aug 2009 magazine.