SEO now spans into the reaches of social media like most would expect – hence the rising interest in SMO (social media optimization). This is fascinating from an SEO perspective, as those that work in broad, organic visibility roles are no longer considering organic SERPs from a pure website optimization/link-building perspective but through a multi-channel optimization.
http://www.seo-scoop.com/2009/12/22/is-the-only-protectionist-orm-strategy-one-that-embraces-optimised-social-media/