The starting questions are: “What’s my brand’s unique point of view? What kinds of stories should I be telling? What sorts can I tell credibly? Who am I telling these stories to? What will my audience care about tomorrow? Where does my brand’s ability to publish and my audiences’ deepest interests intersect?” And, finally, “How do I use my content to program my social channels to spread my brand’s news by maximizing sharing?”
Kirk Cheyfitz nails it. You can talk all you want about the "how" of newsrooms, but you should always start with the "why" that comes from a clear Point of View.
Great brands have a point of view, a way of seeing the world that is distinct and identifiable. That point of view drives product design, service design, experience design, pricing. When Target launched the Michael Graves line, they could have easily focused on the borrowed equity of Graves, and made that the news. But, they made a point of saying, essentially, "great design is for everyone". That focus on democratizing the access to thoughtfully designed and produced products and the reasonable (or at least, relatively reasonable) pricing made it clear that Target was living up to it's beliefs. Its Point of View translated into real action.
I'm seeing too many brands strain and stretch to get people to respond. Not only does it make brands look desperate for attention, those posts about "What are you doing this weekend?" make it clear there's nothing else interesting going on with the brand.
With a strong point of view, and editorial lens, your brand can tell richer stories. Consider Method's point of view:
when it comes down to it, we’re here to make products that work, for you and for the planet, ones that are as easy on the eyes as they are on the nose. it’s a tall order but we wouldn’t want to do anything else.
It's beautifully articulated on their website, but it's not just fluff. They are creating useful, helpful or interesting content that translates those beliefs into real world inspiration. That's great content.
I'm working on a longer document that lays this out with more examples, but here are a couple links to get you thinking: