A few months ago, I wrote about how the “C word,” was now banned here. It’s still banned but it’s still a problem. Don’t focus on creating “content.” Make stuff people want to see and read. Stop focusing on the technology of delivering this stuff and do it well. Hire professionals. There are lots of very good writers, videographers, photographers and editors looking for work. Hire them and leave the “social media experts,” on the sidelines.