Businesses are confused about how to engage customers on social media and digital platforms. While the goal is engagement, most content is "safe" and lacks brand value. The content is often just entertainment or surface-level education, rather than creating real value for the business. To be effective, businesses need to create original content that serves their purpose and brand, not just curate what customers can find elsewhere. This requires more effort but will engage customers and build the business better than recycled content.