Rand Fishkin discusses 5 major ways that social media can contribute to SEO and inbound marketing. These include discovering the right content to create, sharing content with an audience likely to spread it, building relationships with influencers, acquiring direct links and citations, and conducting indirect brand building. Fishkin provides many specific tips under each category such as finding content inspiration on Q&A sites, using tools like FollowerWonk to find influencers, and sharing content across multiple social profiles and sites.