Will it just die! Look at the returns the big companies are getting from facebook/linked in compared to traditional advertising. There just isn’t any money in it and people do not want to be bothered while talking to friends on fb with company ads, it’s no better than a mailing list for the most part.
If you create a facebook page you have to use it. Same with twitter, linkedin, google+, google places, google business, pinit, trip advisor…blablabla. The number of times people start it, let the content go stale, or have no content to begin with and it actually makes them look worse, or even worse has negative effects on rankings. Google (everything) is a mess we are always finding google+ pages employee’s have created. Who care if the local plumber is cleaning an old ladies pipes. It doesn’t have to go on facebook, you shouldn’t be turning it into a blog post and nobody wants to retweet it so as far as ‘SEO’ goes its a waste of time. If it’s poor quality content google with see it as so. Plus now you have to worry about generating new content every day/week/month. Plus if you enable comments (good for seo outbound/inbound links) then you have to monitor those aswell- how much is your time worth? There are PR implications as well if you insult a group of people it could be bad for you business/brand…the list goes on.
Most SEO is bull. The only people that see a return on SEO are the ones that either
a) Actively use and generate conversation with people
b) Pay a load of money to get other people to use and generate conversation with people
You are in one league. First page google is up there with sites that will spend £1m on SEO. You can’t compete. Focus on content and conversation with your customers and leave the ‘SEO’ stuff to the ones that are willing to pay the money that needs to be spent in order to get a return.