Traditional media outfits and traditional company communications teams tend to see social media as an opportunity to distribute their existing content through new platforms. This is a mistake and a flawed approach, according to Jeff Jarvis, who argues that traditional media outfits and, by extension, traditional providers of content need to think about value.
Content in itself is not sufficient. The article in itself will not necessarily create value through social networks. Neither will the press release. If content does not create value for social networks then it will not gain attention and it is therefore likely to be ignored.