We have all seen that particular types of searches now bring back results from social media environments such as facebook and twitter. By including these types of results within the SERPS Google confirm the importance of the social world (and personal views) on everyday life. Extending this further, Google have now confirmed that they do take social media measurements into consideration when gauging organic rankings for any keyword or website.

Matt Cutts (a senior head from Google that is very vocal on updates) talks about the change and what it means for businesses that take their organic rankings seriously and want to maintain existing rankings. The overall message is that if you are serious about your organic rankings and maintaining them, you have to invest into social promotion through mechanisms such as Facebook and Twitter. Keeping within the realms of ethical seo, your followers must be genuine so that their growth is measured as natural by Google.