The document discusses the importance of consistent, engaging content on social media platforms. It notes that the Facebook algorithm, known as Edgerank, determines what users see based on interactions with posts. Posts with low or negative interactions will have lower visibility. Several examples are given of brands that improved interactions and engagement by shifting to more entertaining, branded content that users want to engage with, rather than pure ads or entertainment. The key takeaway is that an "always on" approach with engaging content is better than reactive campaigns after engagement drops off.