The goals of content are consumption, then behavior. The goals of social are participation, then behavior.
Content is fire and social media is gasoline.
For decades, the key question has been 'how valuable is the brand?' The key question moving forward is 'how valuable are your apps?'
Social media is an ingredient, not an entree.
Facebook Fan Pages are email newsletters with smaller pictures.
Every company is its own TV station, magazine, and newspaper.