One of the speakers at "It's All Marketing" presented by WTWH Media LLC is Joe Pulizzi of the Content Marketing Institite. He does a great job of defining content marketing and explains how and why it can work for your company.
If you have a chance, read his book Epic Content Marketing. One of the topics he covered was social media. He asked the question, why are you using each channel. He challenges each person to understand why they are using FaceBook or Twitter before they do any more content.
He recommends that all content creators creat a Content Marketing Mission Statement. This was part of Joe's five elements of content marketing. Joe is a great speaker and if you get a chance to attend the Content Marketing World event, I recommend it.