Web content, social media and search have become complementary initiatives in an effective SEO/content marketing strategy. They fuel each other. Search engines are rewarding brands with harmonious social-SEO strategies that establish authority through engaging content.
Social signals provide feedback vital in the development of ongoing content your target audience is hungry for. The more you give them what they want, the more findable your brand will become and the more your content will be shared. It becomes a synergistic wash-rinse-repeat cycle you will repeat hundreds of times.
It's important to monitor social traffic and listen to the signals in order to continually evolve, earning more organic traffic.