It is especially true for the business audience and as Bristol Editor says
One of the ways social media can win for businesses is by placing their content at the very heart of their marketing. We all know that audiences, including Google, value content and regularly uploaded fresh content above all else. The content dominates the relevance and positioning.
Of course whatever the business model might be telling us at the moment,content is not cheap and as he continues
Effective, quality, timely content integrated across a range of social media platforms represents one of the most powerful ways our clients can gain attention online, win engagement from a number of different sources and sites, as well as providing a cost-effective, multi-channel distribution method for their marketing content.