When brands make the decision to use content (and really, social media’s already made that decision for them), they need to forget about being marketers and worry about being publishers.
But this is harder than it should be for brands because of this:
Like publishers, brands need to make sure that each piece of content—Facebook update, tweet, sponsored story, Pinterest board and microsite—is valuable to their customers, and maps back to a greater narrative.
Ads and ad messages aren’t all that valuable in the day to day life of anyone. And, most brands have no clue what a “greater narrative” means when they’re just focused on selling soap or widgets right now.