In 2012, 40 of the top companies to work for were also among the top companies in social media.
Everything ultimately comes down to trust.
The goals of content are consumption, then behavior. The goals of social are participation, then behavior.
Content pays an ongoing information annuity that other forms of marketing simply do not.
Every company is its own TV station, magazine, and newspaper.
Every page of content you've created could be the first interaction with your web site.Think of every page as a home page.