According to Nielsen, only 40% of consumers trust marketing content, but 90% trust content from their social networks.  Yet many companies are utilising the same content when promoting their business in a social platform leaving decision makers perplexed as to why they are not seeing a return on their investment.
Consider this.  Should we view social media as “just” another marketing channel or should you rather be considering social media as an influencer of all the channels.   Social media provides you  with a unique opportunity of capturing  what is in fact of interest to your audience,  through the use of blog feedback, comments  and posts on social networks.   You are then able to use this information to shape new content and articles of interest for your website.