First, I'd suggest you clean up your blog commenting system – don't let anyone comment who hasn't first previously had a comment approved. Most of the comments in the article you reference are link-spam auto-bots. The easiest way to tell if one is legit is “does this comment have anything to do with this article or is it just a generic comment that sounds like someone trying to make me feel good, but have nothing to do with the article”.

Like the comment from joen baldwin, or “loans”. Those comments harm your own blog's trustworthiness and too many of those will get you slapped from Google.

Anyhow in addition to the inbound link anchor text in EricWerner's suggestion, it could very well be that Google has manually worked in the “fb” logic to the SERPs, or a combination of those two. While they don't manually manipulate every site's ranking this way, given Facebook's size, it wouldn't surprise me if they did.

http://www.johnon.com/293/seo-consulting-2.html

Social Media is incredibly useful, profitable, and effective for some industries. Unfortunately Social Media has fairly little barrier to entry because there is almost no overhead to start and the people who need the services are so far out of the loop that anyone who has a Twitter account seems to be an expert.

Social Media “fake expert” is not seasoned, doesn't have a sufficient level of accountability, sells the client huge expectations, sells the wrong services to the wrong industries, sells what worked before in a different landscape hoping that it might work.

Clients get burned. The industry begins to have a smelly reputation. The high quality firms start to seem too expensive especially since there is risk of utter failure and the “fake expert” can supposedly do it for half the cost.

The person accountable for profit/loss senses a higher risk profile if he goes with the low cost social media “expert” who can do it profitably for bupkis (it's easy to do it profitably when you have no accountability) And the cycle continues…

http://www.johnon.com/293/seo-consulting-2.html

Social Media is incredibly useful, profitable, and effective for some industries. Unfortunately Social Media has fairly little barrier to entry because there is almost no overhead to start and the people who need the services are so far out of the loop that anyone who has a Twitter account seems to be an expert.

Social Media “fake expert” is not seasoned, doesn't have a sufficient level of accountability, sells the client huge expectations, sells the wrong services to the wrong industries, sells what worked before in a different landscape hoping that it might work.

Clients get burned. The industry begins to have a smelly reputation. The high quality firms start to seem too expensive especially since there is risk of utter failure and the “fake expert” can supposedly do it for half the cost.

The person accountable for profit/loss senses a higher risk profile if he goes with the low cost social media “expert” who can do it profitably for bupkis (it's easy to do it profitably when you have no accountability) And the cycle continues…

It doesn't benefit Google substantially to give traffic to Yahoo or MSN whereas it does benefit Facebook. You don't see Yahoo or MSN pages in search results as often (for relevant non-Yahoo/MSN brand searches) – At least not as often as you would for any other uber-authority website that had content relevant to the query – part of the reason is surely because they compete with Google.

What bothers me is that Facebook is doing phenomenal, and I know that you've had incredible results advertising on Facebook for a variety of clients as have I – social media is tremendously useful – why do people feel the need to overhype?