There are solid fundamental reasons why PPC and SEO will always be superior and more valuable then all of Social Media's combined promotion and advertising claims.
First of all the concept of people "searching" for exactly what they want and seeing it in less than a second is unbeatable.
The following article does a great job of verifying and explaining the rest of my beliefs. Of course I like the fact that this other expert agrees with me.
People do not want business advertisements forced upon them on Facebook or Twitter.