One of the most confusing issue for business owners who want to use social media is the pressure to create content. You can't just 'be available' on Facebook and Twitter. You have to have something to say. Something other than 'buy now.' Brian Solis makes a powerful argument that businesses are becoming media and must think like publishers.
Mashable.com: Why Brands are Becoming Media, 2010-Feb-11, by Brian Solis
One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.... But once we introduce a social object, we must be ready to back it up with additional relevant content, and create a publishing calendar programmed specifically for each network on which we maintain a presence.