getxb - 9:20 am on Oct 4, 2010 (gmt 0)

...if you are using SMM as a content distribution channel - you can just use technology to make sure the updates are decent and engage in conversation...

Yup I have been doing this for a while and have been getting results decent enough. Its a fully automated system running on Feeds and people do like the fresh content getting delivered to them via SM.