I've written about this a few times. Until brands pull social media inside vs hiring agencies who prefer one way push communication, it will remain unsocial. None of us want to talk with brands. Unless there is a deal of course. But to really be social you need a dedicated agency or contractor who will learn your business inside and out and represent you just like a well paid employee is. Or have that well paid employee be social for you.
Facebook recently discussed engagement on their site. They said when people talk to people plain text posts get the most likes, comments and shares. Way more than photos or videos (well no one watches video on Facebook). But for Brands it was the opposite. And that kind of proves we just don't want to talk with brands.
This can be overcome. It takes a crap load of effort. You have to actually spend people hours talking. You can't just schedule 10 tweets and 4 facebook posts and walk away which most brands and agencies looking at hourly costs do. You need to have people talking with customers. And not just that initiate the talk vs waiting for them. And most businesses don't have the resources or the patience for this.