Social media offers opportunities for acquiring social mentions and backlinks to your web page. These perfectly tied in with your website's social media campaigns. Social media campaigns have now become extremely popular and they are increasing on the Internet, complementing SEO campaigns perfectly. Using social media presents a unique opportunity to build advocates around your product and to build trust in your website. You can use social signals for your link building campaign. This means that if your site goes viral , many other websites will report about your site/topic/product/blog post and will link back to it. Google knows that if a website gets a ton of hits and social signals, it is a legitimate site and can collect plenty of backlinks at this. When you know this fact, you can easily build backlinks and social signals for your website at the same time. The social signals will justify your link building efforts. This can help avoiding a google penalty while building a lot of links at the same time.