Social media and other types of media revolve around the findability and value of their content.
You could use a newspaper to wrap fish or fragile belongings (ideal), a book as a paperweight (sad), a radio or television program as white noise (even sadder) or a blog to switch to, so that the boss won’t catch you playing FarmVille at work (hopefully not my readers).
Kidding aside, media are published so that their content will be consumed, and social media marketing can only succeed if its content is findable, and if the people finding that content repeatedly consume it.
Am I stating simply the obvious? Perhaps, but consider for a minute the large number of web sites with little traffic and blogs with little traction. Do you not agree that my concern is somewhat justified?
Value and findability of content to and by stakeholders are prerequisites for social media marketing success, and the optimization of each must be at the top of our social media marketing content lists.