caribguy - 7:48 am on Sep 16, 2010 (gmt 0)
My theory is that if you sell small red widgets in Podunk, you should also expand to "Podunk widgetry tips", and "an alternative to big blue widgets."
Your seo efforts should focus on getting all these types of widget buyers on your site, and -once there- guide them to convert...
In my experience, a lot of 'social' traffic is just browsing. So even if they end up on your site, they're less likely to buy.