Quick but great read from David Meerman Scott...the big point be makes is:
"Even for those people and organizations who are making good use of social media, potential customers still want somewhere they can go to learn more. That’s where your original content comes in.
And always remember that social posts don’t get surfaced in search engines. So when people are searching for what you have to offer, your content is what they will find, not your latest social post."
How much content are you producing?