There are so many different social media channels and so many different people using those channels. Not all people have exactly the same needs from social media. There are different users who need to get different results from their efforts.
When social media first became popular, its general concept was a paradigm between people (sociology) and technology. Public conversations made involvement from outside parties possible. Over time, the purpose of social media has changed.
Being a part of social media and interacting online on a regular and consistent basis is critical to the success of your business. However, it is important to build your online communities so that you get the most benefit.