If marketing people ask me what they should do to be more successful at social media I respond "be interesting". Of course this rather depends on how you define successful. If you want lots of clicks and likes, and will do whatever it takes, "interesting" can incorporate bizarre, sensational, inflammatory etc. etc..
If you want to reach out and connect with people and make a difference to them, then you have to care what you are doing to them. Is what you are offering of genuine interest to them and likely to trigger a conversation? Are you improving their lives, however modestly?
It is not just "marketing people". We are all asking people to pay attention to us when we update on Facebook or publish a blog post. Thinking hard about what our intent is matters.