Variety of good content is key to social media success.

Good content is necessary for engagement with customers through social media.  But I would go further than that and suggest that it is necessary to have a variety of content across multiple social media sites.  If I follow a brand on Twitter, I do not want to see the same content on Facebook.  If the content is repetitive, I will not engage with the brand across multiple social media.  

So what is the best way to do this?  Whether a company is big or small, the content creators should consider what type of content is best suited for each type of social media and post content accordingly.  I would also suggest that different social media sites should not be siloed from one another.  This would be the opposite approach of simply putting the same thing on all social media.  Rather, sites should have content that complement each other so that the customer will be engaged with each site.