You may be tuned in already to Seth Godin, but if you like his updates, you'll love what Michelle Greer has to say. I referenced her blog last month with a link to her post on Marketing Campaigns that Spread Themselves. Today, I was thumbing through some old posts that I bookmarked and wanted to re-reference this one.
Michelle said it very simply: "The cornerstone of every good social media campaign is a message." Easy enough, and it applies to ANY good media campaign - television, radio, newspaper, etc. Great messages get shared.
It's ok to use Facebook as an events calendar or photo gallery, but if you have a strong (and creative) message, you can turn your social media presence into a full-fledged marketing campaign.