Hi Loren,
1. Social media is much more about the people in your organization rather than the tools, so yes, you are quite likely "doing it backwards."
2. You also want to integrate social with how people interact with your product. In this case your website. Right now you have some UX issues with respect to content and communications on your site.
3. A social media strategy and a SEO strategy are related but very different. That might account for some lack of response here.
There is an email link at the bottom of my about.me page. Feel free to drop me a line and set up a time to speak further. http://about.me/james.goldman
