goodroi - 1:14 pm on Jul 15, 2011 (gmt 0)
I am not sure what serps you are looking at so I can't comment on it. I can share my recent experiences social profiles outranking the main site. My research has found Google is typically not at fault but rather the poor work of the company webmaster. I have seen brand websites with almost no backlinks, or blocking googlebot with robots.txt, or using 100% flash so there is no content for googlebot to index. It is no surprise that in those situations the social profile pages will outperform the brand website in the serps.
Instead of complaining about Google serp quality, let's keep the focus on what webmasters can do to fix this problem.
#1 - Make sure the social profile pages link to the brand website. I see many newbie webmasters forget to do this.
#2 - If you add a twitter or facebook button to your page, consider blocking the link juice flowing out of your brand website that is boosting the social profile pages.
#3 - Make sure you add new content to your website first to avoid Google accidentally thinking your website is scraping the social sites and having duplicate content issues.
#4 - Use the social profile pages to drive traffic to your brand site. Tweet about a contest that can be entered by going to the brand site and filling out the form. On Facebook mention that you have discount codes available if they click through to your website.