I am not the know all of Digital or Online Marketing, but people come up to me for advice on the future of SEO. It gets trickier when people ask me to give my answer in comparison to SMO (social media optimization). Thanks for making me think, and thanks for making me scout for one. This is a good answer to address the question – http://www.problogger.net/archives/2010/11/08/why-social-media-is-a-better-investment-than-seo/.
SEO is over hyped, over abused, and over paid.
SMO needs a lot of rethinking, measuring up and more importantly a practical approach.