One of the big barriers to success in Social Media for companies is what to share via social media. I equate this to something similar to writers block. There are two tools I use which I would point you towards and I am including two videos I recorded for our weekly coaching club that go into these two tools.
The first tool I would start using is Google alerts. You can use this to monitor your brand, keywords you are trying to use in your Search engine Optimisation, your competitors, thought leaders etc.
By combining both of these tools you never run out of things you can comment upon in your Social Marketing.