Being a Mass Communication student myself, I do studies and research about the social media too. In this era of digitization, the media is seriously going online rather than the conventional ways (Eg. newspapers, television and etc).
Reading this social media blog, gives better understanding in terms of opinions on the current social media and SEO, which stands for Search Engine Optimization. It's already a profession, where people do pay, to get professionals to ensure their webpage shows in major search engines.
And I would definitely agree that SEO is not Rocket Science since most of us, are computer literated and are fast in picking up skills to optimize things ourselves.
I personally think that content is way more important than inbound links. It doesn't really matter if you have all the meta tags and get highlighted in Search Engines, cause in the end, we're talking about the social media. What good is a media without content? If there are links flying everywhere but without a worth while content, it doesn't really works well as a reliable social media. There are much more arguements to be made from reading the contents.
If social media and SEO is what you dig, do check this social media blog out.