There's nothing evolutionary about "social signals". It's very, very old. Since the beginning of time advertising companies have used big data to better target their ads. Facebook obviously makes this easier, but it is not new. 20 years ago advertisers knew, within a margin of error, what type of car you drove, how much money you made, and whether your wife was pregnant.
Social signals are less valuable than search terms. Search terms very often lead to a direct purchase. Social is just another avenue, like TV, to build brand awareness. It's very valuable, but it's not search-valuable.
Social signals are less valuable than search terms. Search terms very often lead to a direct purchase. Social is just another avenue, like TV, to build brand awareness. It's very valuable, but it's not search-valuable.