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Whether you're on a first date, meeting new people at a dinner party, or making it rain on Twitter, it's just not a good idea to go on and on about yourself. It's just awkward. Conventional social media marketing wisdom suggests that brands should avoid being overly self-promotional. Thus, brands seek to "be a part of the conversation" by sharing links that are relevant to their followers but often not specifically about their products and services. This act of finding good content and sharing it is known as content curation. Contrast this with another nugget of conventional social media marketing wisdom: that "content is king" - that the best thing that a social media marketer can do is create content that people find valuable enough to share with the world. But…isn't promoting your own content akin to talking about yourself? And isn't that rude, and thus ineffective? This creation-vs-curation paradox inspired me to look for some answers in the data. Analyzing 150,000 Social Media Posts