This is a topic I have been discussing at my own work in that social media needs to be specific to your business. It is more than just posting about articles, or writing things you think consumers want to know. Posts need to be a mesh of what your business is about and what your consumers are looking for. I think great advice would be to look at how a business is different from its competitors and use that as a platform for the type of posts it is trying to send.
Businesses need to research their consumer’s interests and utilize the social media correctly. Another way a business could stand out is to offer content specific for their clients. When consumers are offered something useful and relevant, they are more likely to take notice of your company and recommend it to others. Depending on the type of business a person has could totally change how posts are designed and updated. A pizza joint may not be looking to post business articles from the Wall Street Journal. The better the collaboration, the more effective a social media campaign would be.
http://www.socialmediaexaminer.com/how-to-find-great-content-to-share-on-twitter/
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