A new survey of Fortune 500 CMOs shows that those big companies have dived into social media. According to the survey by IBM, 85 percent of the biggest companies are engaged in social media. Sixty-two percent say they have corporate Twitter feeds; 58 percent have Facebook pages.

And that’s good. But the number behind the numbers seem to indicate that these companies dived into social media simply because everyone told them they had to; they aren’t getting much bang for the buck, nor are they trying to. More than half (51 percent) of the Fortune 500 CMOs are not even trying to measure ROI on their social media efforts.

And, from our standpoint, there are signs that point to the idea that they aren’t maximizing their use of social media; specifically, the IBM survey shows that just 23 percent of those Fortune 500 companies have public blogs. If we assume that maintaining a blog is a proxy for content creation (not perfect, but that’s the assumption we’re making), it’s obvious that these firms are not creating enough original content to feed their social media feeds, to drive their industry conversation forward, to create a more engaged customer base.

As the worlds of media and marketing change and collide, it isn’t enough to just show up. You need to have something to say. This is especially true for B2B firms – for the most part, your clients and prospects don’t care for your thoughts on the weather, sports or Lady Gaga. They’re seeking information – whether it’s “news they can use” or thought-provoking new ideas – that will help them succeed in their business.

Content curation is part of the equation, but ultimately you need to be creating original content. Otherwise, why would your clients and prospects pay attention to your social media feeds?

Original, quality content will get you talking with your audience, exchanging ideas, having a deeper and deeper conversation and, ultimately, creating a relationship. That relationship will (hopefully) be based upon respect and trust, and in a world in which your customer base has so many options, respect and trust is critical before a sale can happen.

At some point, the 77 percent of Fortune 500 companies that aren’t focused on content creation will realize that it isn’t enough to be a pretty face that just shows up to the party; you need to have something interesting to say.