Lol...ain''t it the truth. To be honest KW/Phrase research and targeting is simply THE MORE important, and often overlooked, aspect of SEO. It should be at the top of the list. Each term has an associated cost and many terms/rankings may take many years to realize a return because it was not researched and provides little in the way of traffic and ulimately conversions.... Social Media; the main value is not in the direct links from the social media sites. Ultimately it is an act of branding that can get your content in front of the influencers whom then link to your content and the trickle down effect occurs - even a nofollow SM site can be a viable target as far as link building is concerned.