Would you be friends with someone that only talked to you when they were trying to sell you something? How about someone that only wanted to talk about themselves? The same behaviors that we would find annoying and anti-social in person, is exactly what some companies employ in their social media "strategy."
If you've spent any time on Twitter or Facebook, you've seen businesses that are only one-way streets. They use social media as a way to distribute their press releases or post some self-serving ad for their website. How many of you follow them? Do you even care at all? My bet is no.
What these companies fail to see is that social media is about... being social.
There is a give and take. You talk, we listen. We talk, you listen. Companies that are trying to get into social media, need to think of their activities like making friends. You wouldn't go up to someone at a party and hand them your printed press release would you? Then you shouldn't do it online either.
Social media is not about flashing billboards or sandwich signs. Its about engagement. Talking TO people, not beating them over the head with your marketing material. This doesn't mean that you have to resort to posting what you ate for lunch, but you do have to communicate directly with people. Some of the most successful companies in social media are those that make it a practice to answer questions, give advice, make recommendations, and yes, even make small talk to their followers/fans.
So stop being anti-social and start making friends.