Pam Moore has written a great post about the nature of content marketing and social media Her premise is that the best social media is done out of generosity not out of expectatition of return. Essentially, although she may not know it, she is perfectly articulating the difference between a Grunig's Communal Relationship (where each part does something because they want the other to succeed) and an Exchange Relationship where an organization does something only it expect a return.
The point is that if you build your social relationships on exchange relationships and only do things because you expect a return, you will fail, or at least not succeed as well as your peer or competition who is acting in a more communal way. There is a reason why, as Shel Israel will tell you,, the lethal generosity of Twitter actually works. Chose your social approach wisely