The new field of social media search optimization is as of yet, still very undefined. I think it’s the continued merging of your web site and your social media properties.
In the beginning you used your web site to drive people to your face book. Now most social media uses their Social media (Twitter, Linked in, and Face book) to move people to one of their web properties depending on the message they are trying to deliver.
I think SEO (search Engine Optimization) ties into the overall strategy. Having your web site highly ranked and more visible (more targeted traffic) will bring more people or prospects to your Face book. I think you should see a somewhat equal flow between the two. In addition to that, if you add your blog into the social media mix, its success will have a lot to do with your web sites ranking as well.
So, I see the world of Social media promotion and SEO becoming very much partners in Marketing a business.
Any one using SEO to boast their Social Media? Remember Google has started adding some Social media mentions in your search results.