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In recent years Google has placed more and more of an emphasis on social signals. SMO is often mistakenly thought to be based upon the size of your fan base on Twitter or Facebook for example. However, what Google actually takes into account are the lnks between social networking websites and your own.
Twitter’s affect on your ranking is determined by who the lnk to your site is coming from. If a Twitter account with a lot of authority lnks to your site it can have a positive impact on your social media marketing. In a similar way, if a ink to your site is very popular on Facebook and “shared” by a large number of people it can also affect your Google ranking positively.
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