How should I use PDF files for Link Building?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Jon Dunn: I.e linking to the website from the pdfs? Or should you link build to the pdfs?
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  Ivailo Milenkov:  ;Linking to the website from the PDFs.
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  Kasey Moore: Like all links as long as it's contextually relevant adding to the user experience and not spammy. ;
  
  Don't do it for the sake of doing it. ;
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  john matthew: i would recommend do not use the PDF as file format is not search engine friendly ! ;
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  Jon Dunn: In what way is it not search engine friendly +john matthew ? I think this poses the question why use pdfs in the first place? Could the data not be added to the site as html?
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  Kasey Moore: +Jon Dunn ;ease of access to download for a copy and present to clients in that sort of format. ;
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  Shailaja Ramani: Hi +Ivailo Milenkov ;
  Yes, you can use PDF files for link building. It can help. If possible you can create PPT's for better sharing opportunities by visitors on your website
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  Ivailo Milenkov: Hi,
  Thanks all.  ;
   ; ;
  Maybe I should clarify.  ;
  The PDFs (link to the PDFs) will be on the bottom of each offers. Of course the offers will be in HTML format (including, description, images, video, similar offers by Region or Type, etc.)  ;
  I agree with you +Kasey Moore, that we should try to increase user experience, I think if we make one page PDF Brochure with the current offer and place it on each property "page" it will bring value to the site visitors. They may download the PDF and keep it for future references.  ;
   ; ;
  My idea is to place these PDF documents on Scribd, on the website I place the PDF link to be downloaded from Scribd website. ;
  Then I will Social Share the Scribd link, not the actual website link, and also make a jpeg for sharing on Pinterest (and thanks +Shailaja Ramani I will consider using PPT as well). On Scribd website each post will have short description and back link to the offer on original website. And the PDF will have links to the each offer and to the front page.
   ; ;
  I will be thankful to hear your opinion - Do you think it looks spamy?