The majority of google users do not even know what it is. They think its the internet itself. To them, Google is the door to the internet and that is where you should be starting your browsing experience from.
There is no harm in getting social links and likes, as they can help you get direct traffic as well. Don't do everything for the sake of Google, diversify your reach.
If you have more time than money, do it yourself. If you have enough money to outsource and would like to spend your limited time on better things, like getting new clients, then outsource by all means. But make sure you outsource to your own team where possible so you can monitor their activities.
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