If you are struggling with ranking in Google and can't figure out how to get noticed, try complimenting other websites.The super big sites are less likely to care but the smaller to mid size sites love having their egos stroked. Many of them have testimonial & press highlight pages. They might add your page and link back to your glowing compliments. I just checked an old site I've totally ignored and it gained several hundred backlinks due to this.
This is a bit different from the social world. If you are looking to make a splash in social, then it might make sense to intentionally pick a fight with a bigger personality to gain exposure to their audience. Its a tricky move that can pay out if you play it right. That extra exposure can really help your website.
So I guess, we can say Make Love or War to Rank Better.
What has been your experience?
