Shoving your advertising onto your social media properties does not really count as content development.
With social media content, you kind of have to shrug your shoulders when it is comes to the competition. After all, you are competing with everyone.
You are competing with the latest superhero movie and its effects-filled trailer and you are competing against a friend who just posted a photo of her new kitten. And in terms of stats, odds are they will both crush you.
Shrug your shoulders, don't worry about the stats, and create something of quality.
Just as Facebook needs to convince people that it is not a division of the Kremlin's Marketing Department, Twitter needs to convince people that it is more than just a repository for the world's hate.
From the New York Times - "Facebook began testing a new design for its news feed. In this version, which is being tested in six countries, Facebook posts from pages were removed from the regular news feed. They were placed in a separate section called 'Explore Feed,' where they appeared less prominently.
"This change caused tremors in the Facebook publishing world. Several publishers from countries included in the test complained that their Facebook traffic had plummeted overnight."