In response to Andrew Goodman's summary of SES Toronto, The Lisa wrote a really great and informative post about how white hat SEO has evolved and "advanced SEO" is really traditional SEO. She explains that traditional SEO still works, and in many cases, can be more powerful than newer technologies (like web 2.0/social stuff). As a huge social person myself, I'm inclined to agree. A "technically sound" website will probably perform better than your social media campaign.
Lisa summarizes her points succinctly here:
...the power of white hat search engine optimization has been proven over and over again, even if it is considered boring or square to promote it. White hat works. Every time. Don't discount it.
Forum discussion continues at Sphinn.