The Two Operative Words Are Social and Networking
Social. Pertaining to friendly relations. Seeking the enjoyment of the companionship of others. Connecting to others in a community rather than being in isolation.
Networking. An association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like. Cultivate people who can be helpful to one professionally.
So why do some people I know use Facebook and Twitter like it's a one-sided broadcast?
One guy I work with tweets. Never reads responses. Not following anybody. Doesn't write to anybody or mention anybody. Just puts some tidbit out there. People respond. He doesn't answer them. I asked him why not. He said he's already inundated with emails.
Someone else I knew was doing something similar. Tweeting. Not reading replies. Not interacting. Had a Facebook presence. Turned off people's ability to comment or like. Would go in weekly and delete things he was bored with. I'd go to look for interesting things he posted last week, and they were gone.
Just saw another company using Twitter and Facebook. There is no reason to follow either because they're barely saying anything. Not engaging with people. Not saying much, and not listening. So what's the point.
People, it's about "social" and "networking." If you want either of those, then you can't "broadcast." You have to interact, connect, listen, answer, and engage. OK, you can't do it 24 hours a day, but if you want results, then you should do it at least on business days.