I haven't read the book yet but the video has some pretty intense statistics. This may not revolutionize your content marketing strategy but it will certainly shake your confidence in the status quo. I hope this doesn't make executives snap to the reactionary decision of "we need to get on Facebook." It would be much better for someone to think "we need to deliver a product/service that people want to rave about." If you can do that, those customers will be gushing about you on whatever social network is currently popular with the customers you want to reach.
"Dear Comcast: Thanks for dropping my prescription coverage. That was real nice of you."
If you don't remember Bonnie, she was the one who responded to you on Twitter when you were complaining about Comcast service. Now a guy named Bill Gerth has the job. Before Bonnie, there was Frank Eliason. Comcast Cares (whether it is Frank or Bonnie or Bill) cannot do much about any issues but it puts a human face on the company and probably defuses some frustration. The Comcast Cares crew seems genuinely concerned about the trouble you are experiencing. I think that Comcast was a pioneer in this area.
I don't pretend to know the details of what is happening between Bonnie and her former employer. But I do know this: something happened to turn the former spokesperson into just another customer who sees Comcast as a lifeless corporate entity. The very opposite of what the Comcast Cares program is trying to achieve.