Good social content has two very important ingredients: value, and relevance.
If you can create content that is valuable to your fans, relevant to your brand and your fans’ interests – and you can present it in a compelling way – then you will have a highly engaged, highly active community. What they want from you is insight, expertise, information and inspiration.
The value of relevant social content is conversation, and the value of conversation is return on investment.
The modern web rewards those able to remix and re-imagine content across channels in a way that’s useful, fast. Useful means many different things to different consumers: it could mean making their jobs easier or it could even mean something that’s entertaining. The point is that marketers need to be adept remixers of content and news (their own and others).
Launch, iterate, refine. Don’t overthink.