It's been a long time since I thought about any of this, but last time I did, social media traffic was some of the worst quality. Search traffic was seen as golden because it came with intent. Social media traffic was wandering and aimless, so converted poorly even if it was 1000x search. Search still got more conversions and it was no contest. Did something change?
Commercially I agree with you, search traffic is much better than social media traffic.
But people are reaching huge audiences through social media without even having any domain that can be indexed by Google. That is also the world wide web.
