Content is the emotional and informational bridge between commerce and consumer.
Social media is about people, not logos.
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.
If you create Youtility, your customers will keep you close.
There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.