Why 'promote and sell' type of marketing approach at social media falls short of using the potential of social media?

Question

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The Answer is This type of marketing approach at social media primarily is considered as tools to enhance one-way communication, create and reach more customers faster, and target existing and potential customers through advertising and/or sales. It considers social media as an extended arm of marketing communication characterised as a linear, management-steered process in which the organization actively defines direction and message content through channels to the passively receiving customers. The participatory nature of social media storm is not evident at all in this approach therefore customers, general public hardly responded the way company wanted them to at social media.

Why 'Promote and Sell' Type of Marketing Approach at Social