Should you use social media to give away value or to drive traffic to one of your properties?

Marketers are so resistant to the idea of using social media to establish brand and reputation (i.e., give away value, with no direct measurement), and therefore companies often end up with marginal distribution (social media don’t like that you drive traffic away from the platform) and engagement (people don’t like to be driven away from whatever platform they are using).

This is a fantastic thread on the matter.. by somebody who has established their brand and reputation consistently giving away value.