Some companies use social media as a new way to broadcast advertisements. Wrong, of course. Social media marketing is not about one-way distribution of promotional content.
Social media marketing is about listening, talking, participating and sharing. Not just talking. People do not accept broadcast techniques in the social space. Well, in fact, they increasingly do not accept them anywhere anymore.
That does not mean that everyone who uses social media will literally talk to you. There is only a relatively small group of people that really actively participates.