Faris Yakob has an interesting little post up about the importance of awesomeness in content. I’m especially fond of some of the stuff he says about the role of content within social media (I’m quoting more liberally than I would normally, but I know Faris and I suspect he won’t mind):

We are in a stage of transition, where human interpersonal networks are going to supplement or substitute commercial broadcast networks.

Facebook is turning itself into a media browser, where sharing content is the primary way we see anything – 52% of all content sharing online is done on Facebook.

As professor Henry Jenkins says in his upcoming book: “if it doesn’t spread, its dead.”

Media products act like solidarity goods – a permanent economic class of goods that become more valuable the more they are consumed. So, if no one sees it, it’s not worth anything. The more it spreads, the more eyeballs it accrues, the more its worth.

This hits on two things I’ve been thinking a lot about and need to flesh out more fully. First, there is an important distinction in the type of communication in social. I’ve always believed that what’s so interesting about social media is it doesn’t fit into the classic communication’s buckets: It’s neither interpersonal or mass, it’s a combination of the two. Second, I’ve been thinking a lot about how to think about the value of content (and more broadly social channels) for brands. Clearly an important piece of the equation will be about how the content spreads, exposing new consumers to brand messages.

Anyway, still thinking through this stuff, but Faris is always worth a read.