Quite right. Because most businesses don’t use it correctly.
Social media is not a question of re-posting the stuff you see in your personal feed. It’s not a question of preaching to the converted.
Social media is designed, carefully, to create interaction by sharing knowledge and information in a way that encourages contagion and virality.
When you stop the conversation dead, nothing follows. When you open the conversation – with a question, a controversy, a theorem, an unexpected coin toss – then you have a chance to engage your readers.
But because it’s easier to re-post from a personal Facebook feed, that’s what people do. And it’s why we find it possible to absolutely crush every measure of success on the social network.