Social signals can influence SEO efforts. This article discusses ways of aligning SEO and social media for business enhancement. You need to determine the impact of social signals on search engine optimization. For that align your key performance indicators for instance, sales and conversion goals.

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The overwhelming popularity of social networking sites is considerably
influencing search engine results, particularly Google search results. We can
now find personalized rank results, prominent results with rel-author and #
searches that incorporate G+ hash tag queries as a part of Google search
experience. Thus, social media optimization strategies are becoming
indispensable for your SEO efforts. Warren Lee, SEO Manager at Adobe, did a
presentation at SMX (Search Marketing Expo) East 2013 which explains how
to go about aligning social media and SEO. According to him, if SEO focused
on content, website architecture and linking earlier, now identity,
relationships and content have assumed more significance.
Relationships include personalization while identity-based signals include
agent/author rank (if a given author / agent has high reputation score which
indicates an established reputation for being the author of a valuable content,
then other content authored by that same agent will be promoted more than
that from less reputable agents), relevancy and engagement graph (how the
audience as a whole view your content).
Data Alignment
You need to determine the impact of social signals on search engine
optimization. For that, align your key performance indicators (KPIs) for
instance, sales and conversion goals, keyword data and study how they
correlate with social signals. Use the social data thus obtained to inform
content marketing strategies. The social data will tell you what websites your
audience frequently visits when they are not on your website and what
content circulates among them most. This information will help you device
your content marketing strategy to deliver meaningful content for your
customers wherever they happen to be online. So, data alignment does not
mean merely sending out your marketing message through social networking
sites but listening to your audience in those sites more.

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Strategic Alignment
Coordinate with various departments in your organization regularly to discuss
alignment opportunities and build tactical steps and strategies accordingly.
Collaborate with the social media teams and conduct training and implement
best SEO practices, establish keyword research support, perform linking
recommendations and support rel-author implementations. Use a variety of
tools to enhance SEO efforts in social networking channels. BrightEdge is an
efficient tool that can provide comprehensive analysis of total organic search
performance and complete business unit analysis. The tool can address the
secure search challenge better and determine the number of tweets, likes
and shares from social networking sites.

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Innovation
The innovations should be based on the social data, strategy and product
support. Once the social data gives you insight into what customers actually
want and where they prefer to utilize online content, you can develop a
strategy that targets your customers. Always remember the virtuous cycle in
which social conversations inform keyword strategy, keywords inform social
content strategy, social engagement enhances search performance which in
turn increases social signals and drives more social conversations.
Warren Lee also explains in his presentation how Adobe scaled their efforts
by aligning towards a multiple hub-and-spoke model that focuses on
measurement, management, innovation and enablement. The company
clearly defined social engagement policies, organized cross-functional
training sessions and extended the value of social media into R&D, marketing,
sales and support areas.