For me social marketing is not about creating 'free giveaways' but having the 'freedom to offer shareaways'.
Social marketing is about the freedom to reach the sector of the worlds internet population that shares your passion, that shares your values..It is about a value exchange based on social freedom, not just producing some marketing content to give away free.
It may sound semantic but I think it is important to understand the difference in order that this social marketing approach works for your business.
Freedom to connect through ideas gives a new focus on what you produce. The delivery mechanism may be an e-book, a white paper etc but the purpose is connecting ideas to the people who will appreciate them.
Too often businesses repurpose for the sake of repurposing content, they don't offer value - they don't feel they have to...as it is free!
Free gives the idea that there is no value exchange however there is.....in exchange for the consumer downloading, reading, listening etc...you are providing a taster to who you are, what you stand for and what you can offer to their lives.