To be honest, most creative in social is weak.  Driven by generic insights like Moms love their children and wish they had more time and energy, they develop generic briefs along the lines of Connect and empower advocates by inspiring peer connectivity and fostering community via unique content and interactions.  Blah blah blah.

Stale briefs lead to stale creative.  Good brands aren't generic, or they would be generic brands.

Here's the litmus test: If I can pull your brand name and insert your competition's name then your social voice isn't your brand's.  If the community doesn't care then it's not social.