I am a ham radio operator (callsign WB7OBG). I keep a radio tuned to a local UHF FM repeater most of the time, and most of us who use it know each other to some extent. Think of it as a little community. We even get together in person about once a month.
Everyone in this little community is an equal. We use our radios and the repeater to converse with each other about a variety of topics, most of which are not even related to ham radio. We all have an equal voice (though the repeater's owner is a 'little more equal' than the rest of us, I suppose).
Contrast this with the local AM or FM broadcast radio station that you probably listen to: The only 'voice' or 'message' is that of the broadcaster.
Unfortunately, there is a tendency by business owners to use social media like AM/FM broadcast instead of 2-way radio. They bast out their marketing message on their blogs, Facebook, Twitter, etc. They never listen for feedback or dialog. They may even have outsourced their entire social media activity to a third party.
Which is a shame. Using social media solely as a broadcast medium reduces it to the level of junk mail. When's the last time you paid attention to a piece of junk mail? This is not to say that you should never mention your latest product or service - it means that it shsouldn't be the majority of your content. You'll never build community and create conversation by talking exclusively about your product.