I was recently asked the most important lesson I’ve learned about social media. And for me, it’s the realization that social media is really about content.

One’s fandom on whatever social platform grows (and sticks around) if you’re giving them awesome content, period. When one’s published content strikes a cord, the reward is social currency that drives even greater amplification (and content consumption).

It’s the basis for Facebook’s EdgeRank algorithm, how Klout (arguably) measures “influence,” and what trends on Twitter. Everything that happens within the social media ecosystem is triggered by a piece of content.

That’s why for those brands who obsess about short-cut tactics to gain fans and followers instead of investing in their publishing strategies are headed down a very tough social media road.

Read more about this on Fast Company’s #TheRules, “Contests And Sweepstakes Are Fine, If You Want Short Relationships.”