Socialbakers have released some interesting stats around social promotion of poor posts versus companies best ones.  

The facts are striking - many marketers continue to promote their worst performing content day in day out without understanding the costs associated.  100% higher CPC, 18% CPM, more negative feedback, less interactions and 7x less viral.  

Crazy to me that many marketers today are still not data-centric when it comes to social media and continue to invest in areas that have not proved fruitful historically.