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Too often findability strategies for websites hinge solely upon keeping content locked within its pages and optimizing for search engines. One way traffic flow is so twentieth century. Social networking apps offer a plethora of opportunities to let your content freely move between platforms to meet your audience where they hang out. Pull that content back into your site to get SEO benefits at the same time.
Social tools not only help you increase your message reach, they also make managing your content easier. Use social networking tools in concert and you've got a broader social CMS that could easily be managed by a client.