It's not enough anymore to stand up an online presence and let it be. Never did the "If you build it" strategy work, but it's obvious that the battle for attention has only grown harder with even more noise being created.
These days, a company needs to offer value, promotions, discounts, or even free products to create awareness and impressions.
If you don't have a strategy in place for your online content, go back to the drawing board and figure something out.
Social and online content is today's marketing - and it requires as much effort as any other in order to work.