Social media plays a growing role in the buying decision process of connected (B2B) buyers and how people search, indeed in some leading verticals. However, the primary source to find relevant content for B2B buyers is still search. So, it seems pretty evident that search engines’ algorithms started looking more at social signals as they adapt to evolutions regarding how people consume and discover content, which is their goal.
Social engagement is not a goal as such; it’s a means to an end. However, this doesn’t make it less critical. On the contrary: social engagement has become an imperative for all marketers—one of many reasons: content discovery. Attention is essential in how people consume and discover content.