The news that social media pages are not an SEO magic bullet isn’t new. What may be surprising is the video released by Google’s Matt Cutts, in which he states that social media sites, e.g. Twitter and Facebook, are treated like any other website for page ranking purposes. Google might be downplaying the impact of social media sites a little in public because Facebook and its ilk are Google’s competition, holding onto data that Google would love to have. But Google has a point.
Social media sites are essentially HTML sites
This statement makes sense – after all, each social media page, whether it’s a Tweet or Facebook status update or LinkedIn post, is at its core just another HTML page that gets crawled like any other page. However, social media sites use a “nofollow” tag to prevent link spamming, meaning that the links on those sites aren’t followed by Google’s spiders. This is to prevent link spamming and other black hat SEO techniques. The nofollow tag also means that Google isn't generally using the social media sites as part of its page ranking system.