It seems to me that small companies who want to be engaged and social must learn to be content creators. What does that say about the people responsible for creating content? Are these people who were hired for that purpose or are they doing their normal job plus managing social accounts and creating content?
There should be a whole sector of educators who offer services to small businesses for the purpose of training staff members in how to write good content (not to mention how to manage social feeds).
I would take that class because it would offer college level writing instruction, tips on how to embed yourself in existing content streams to develop your own ideas and important information on how to use your content to bring conversations, customers and fans to your online and offline space.