Direct benefits from Social Media are very low, yes. But this article ignores the fact that a lot of modern SEO relies very heavily on Social Media. So even though direct links from Social Media are worthless, the effect it will have you more likely making it on page one of a Google Search result makes all the difference.
Have there been any studies definitively showing a link between social media links and increase in search rankings? I've been doing SEO for a number of years and I'm always a little skeptical of what is proclaimed as the latest trend.
I agree it would certainly make sense for Google to do it (and I imagine they are, and giving favor to G+), but I haven't seen any compelling evidence myself.
ditto. There are huge problems in filtering authority with such a massive source of real-time information that is so easily gamed. The barrier to tweeting a link is magnitudes easier than putting up a new webpage. I would argue that the only real value they are getting currently is rel="author" information with plans for giving value to other signals later. I really think the SEO hype about social media is an extension of the hype the article talks about.
