A couple of years ago Rich Redmond saw a concert by Huey Lewis & The News. Rich mentioned that he loved that they did a sort of full band bow at the end, saying he always thought that was a classy way to end a show.
A lot of good social media or website content is like the end of show bow. It does not have an obvious ROI (return on investment), but it makes a good impression. You often cannot draw a direct line between your content and your balance sheet, but it still has a lot of value.