asocial

My favorite aunt was always on our case not to be asocial. She wanted us to be well behaved, courteous, gracious, and sincere. If we weren't, we were sure to be called out on it.
Social marketing follows the very same principle. I've noticed many webmasters that are desperately trying to promote their site and/or services, but that desperation is clearly obvious and their attempts are seen as insincere. Just as in interactions with real people, webmasters and/or companies need to realize that while social marketing is cousin of traditional marketing, it is not a direct relative to simple advertising. Advertising is in your face and one directional. Good marketing is a two way street and so is social marketing. It is an exchange of values from one party to another. If you have nothing of value to offer, it quickly turns sour and ineffective.
What does that mean for me and my site? I have to make sure that my efforts at social marketing are sincere, that my blog posts have something of value to offer and that I in turn call on my users to give something in return. That can be as simple as a comment, a like, or a share.