Content versus tactics

The growth and effectiveness of your social media presence should be based on interesting and relevant content, not on tactics.  Regardless of platform, content is what keeps your audience engaged.  Whether it be a blog, Twitter, Facebook, LinkedIn, YouTube, Tumblr, television, movies, books, articles, public speaking, etc., content is what matters.  Yes, some platforms are far more effective in getting your message out because they are appropriate and better purposed to your particular message; however, if the content falls short, no tactic will help.