When you are a company getting started with your social media strategy, what do you usually ask? 

Probably something like "Where should I promote my stuff?"; "Do I need to be everywhere?"; "What's the best time to post content?"

Chances that you are forgetting a very important question: "What is the source of my rich content?" In other words, where should my content come from? 

The answer is in this excellent piece penned by Mark Schaefer. Read it at http://www.businessesgrow.com/2013/02/10/the-one-core-secret-to-social-media-marketing-success/