Social Media "Formula" - one view

Lena West's (xynoMedia) article on the value of social media for advertising and promotion makes a case that successful use of social media comes down to putting a simple "formula" to work:
Having an opinion and having something to say.
Having an opinion means that you have a distinct perspective and thoughts on subjects and issues.
Having something to say means that you provide an expertise your target market can't find elsewhere.

She also notes some exceptions (or some strategies to think about if the 'formula' doesn't apply:

• Money can buy eyeballs, but they won't stick around unless you have something to say
• Consistency is key, even if you're not saying much
• Have fun - social media is SOCIAL, and you need to be approachable

 "The Social Media Formula," Open Forum