No one comes to your website to be entertained. They have questions they think you can answer. Content answers questions.

This is the bar your content has to clear on social: "Are you more interesting to me than my wife?"

You must fight social media fire with social media water.

Focus On How To Be Social, Not On How To Do Social.

True advocacy is born from culture, not technology or marketing.

Every page of content you've created could be the first interaction with your web site.Think of every page as a home page.

The goals of content are consumption, then behavior. The goals of social are participation, then behavior.