Great question! Search engines crawl social media and discover links. It can be a sign of trust and authority if it’s shared widely, which can help boost signals of page importance to Google (or other engines) and help with pushing up in organic ranking positions.

Harmonizing brand details (name, address, phone number, website link) across all social platforms is important so you don’t send mixed signals or lead to unneeded redirects.

There’s also figuring out what page(s) you want to ensure are showcased if multiple URL links are allowed or maybe your social team doesn’t know all of the page assets you have to satisfy their audience, such as an orphaned page. These are part of what are called “backlinks”.

Hashtags do matter for some platforms and knowing how to research them for intent is wise.

There’s also open graph (OG) metadata that you can set on a webpage that allows your metadata to be different on social platforms than you would use for a search engine - tailor to your audience!

Edit: one other thing is, while not social media, maybe connecting with a social team (if there is one) to find out if any posts need to be applied to Google Business listings via a Google Post for local locations.