In addition to the content of the communication, take into account the format of the content. A delicacy served on a paper plate isn't worth as much as it is when presented on a china plate with a garnish. It's all in the presentation. You may have extremely valuable content but if it is just thrown together without much effort put into the final presentation of the content, the social object you have created isn't worth as much as it would have been with an enticing format. This isn't to say that the content has become entirely worthless but it won't be recognized as something of great value without the proper presentation.
It is human nature to be attracted to aesthetically pleasing things. Simplicity plays an important role in aesthetics. The general public is not interested in something that is over-complicated and time consuming. You can simplify your content without losing any of its integrity by presenting the key points of the subject matter and leaving out anything that doesn't directly support the key points and doesn't provide an element of entertainment.
Social objects can be, and quite often are, both informational and entertaining. Keep the entertainment relevant to your objectives. Hubspot has an excellent example of multitasking their social objects by providing information and entertainment with their web series, Foursquare Cops. When combining the element of entertainment in your social objects be careful to keep a good balance of entertainment and information. Your audience should still feel like they got some valuable information from your entertaining content