What is your approach towards social and content marketing? how do you define these two categories? do you use value chain analysis?

You raised a good question. I met lot of people in my professional career but believe me I really disappointed to see their profesisonal approach towards these2 categories.

Being an Twitter is one of the best example. 

In last of your question, obviously value chain analysis is really necessary to for working out how you can create the greatest possible value for your customers.