No one would argue brands should know their audience; but simply having an audience versus engaging that audience is where strategy meets content, and brands better start paying attention.

Content sharing strategy should be the prerequisite to content development strategy. And not only do we need to think of satisfying our intended audience, but we must also excite the influencers with whom we want to share our content, to reach more of our audience.

Does your content appeal to this intermediary audience? Would it make them more relevant? What would they get out of sharing your content with their followers? These are some of the questions you must ask of your strategy planners.

As is true with sponsors and brands, even in individual cases within social media, numbers aren't everything if the audience is not relevant, and worse if the message is not being shared. It all comes back to the 'quality versus quantity' question says @jenkettlewell of Moxie Maven. It's great to have a huge following, but it doesn't make any difference if the audience doesn't care about what we are saying.

Welcome feedback, in fact encourage it. Don't forget the strategy/campaign needs to be aimed at the audience, not adored by your marketing department.