The true value of social media is in its potential for exponential reach. It is, in effect, the antithesis of traditional marketing. We no longer package the products and tell you what to think. Now, we package the products, and if you like what you see, you’ll tell other people about them. And they’ll take notice, because you’re not a marketer. You’re a friend, or, at the very least, an associate.

It’s a powerful referral system.

But, to get any part of that “exponential effect,” it’s  important you’re putting content out there that is worthwhile.

Consider that millennials, in particular, like to be entertained. They reward content that is enjoyable and/or informative, in their eyes, by sharing it – they understand the value of their personal networks.

We’re dealing with a powerful brand awareness tool here, one that is driven by content.  You need to be creative, engaging and as real-time as possible. You need to break free from the safe norms and be willing to dunk in the dark.

Unfortunately, the enterprise side tends to stay on the safe side of the content pool. Their tweets look a lot like this:

• “My company is the BEST. Did you hear me? We’re the BEST!!!!!111!”
• “OUR PRODUCTS ARE AMAZING CLICK HERE OH GOD PLEASE CLICK HERE YES HERE. WHY AREN’T YOU CLICKING AHHH-“
• “<Insert boring, legal-approved standard press release here.>”

Irrespective of network, all of this jibber jabber creates a constant churn in the social media streams, and it sort of winds up looking like this:

• drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel drivel WHAM drivel drivel

That “WHAM” amongst all the drivel? That’s a piece of good content in the sea of bad content – and it stands out. It’s the value of producing something with edge; with consistency.

Why are more companies producing more drivel than whams? It comes down to traditional legal concerns. They’re afraid to Tweet the wrong thing, or to get sued for repurposing an Instagram picture. And perhaps their fears are justified – we’ve become quite the litigious society.

But taking time to pre-approve social media posts just isn’t practical. The streams will keep moving, and if you’re not in them, someone else will be. The solution? Free up your social media managers, and let them run.

After all, how hard is it to get a standard, account-driven disclaimer through legal? If you combine that with a general rule not to put out content that touches on religion, politics, sex or racism, you should be pretty well off.

In short: shake off the fear and get dunking. Open source your content and stop chasing down those who reuse it. Embrace your advocates, don’t sue them (coughIKEAcough) And while you’re at it, share the pictures and videos of fans with impunity.

It’ll be delicious.