A key concept in Taoist philosophy, “Yin and Yang” (“shadow and light”) describes forces that are opposites, yet complementary. Social media and search can be described as the Yin and Yang of inbound marketing.
They are opposites:
* social media is powered by people's conversations.
* search engines are powered by machine algorithms.
They are also complementary.
When content links are shared on social media, search engines leverage those social signals to determine search rankings. When search engines drive traffic to content visitors may share that content with their social networks expanding the content's social reach.
Here’s an infographic to illustrate how social media and search are part of the same soul.
Via Martin (Marty) Smith