Garbage In, Garbage Out.
Did anyone else have that hammered into their heads while learning to program?
If you mess up what you put in to a system, it doesn't matter how good that system is, the output is simply not as good as it could be.
I've come to believe that social media works on a similar principle. The quality of the content that you become associated with reflects on you and, if you are a business, on your company too.
Plugging a generic business feed into your Twitter account and leaving it to autotweet gives an impression to others of how you interact and work as an individual - or as a company. If that's the impression you wish to give, then there isn't a problem. However, most businesses cite the desire for interactivity and feedback to raise brand awareness when talking about their social media strategy.
Are you just filling your social media presence with "stuff" for the sake of being able to say that your company is "on Twitter" or "using Facebook"? If so, then you're missing a huge business opportunity.
If you use automated feeds to fill up your social media presence, take a long hard look at the content. If you're unsure about it, then imagine it as a series of adverts or leaflets going out to customers. Do you really want this stuff representing you to your contacts and clients? If the answer is no, start being more selective in what you choose to use.
Good quality content for your social media presence is vital.
Does it take more time? Probably. Is it worth it? Definitely!
Perhaps it would be more accurate to say that social media works on GOGI: Garbage Out, Garbage In.