Misunderstanding! Uh, Uh! Content is content. Channels are for distribution. Social is a channel not a content object. It is true that, sometimes the mob becomes the content. However, for the most part, social is a place to distribute and socialize the content you create as part of a content strategy. What’s really cool is that often times the social reaction, as part of social content distribution, can advise the content creation process. No matter how you look at it, content creation and social media distribution are inexorably intertwined and should not be considered separate strategies.
