People don’t log on to social networks to broadcast to you or receive broadcasts from you. They log on to talk with eachother. It is peer-to-peer networking, not a medium between company and customer.

Your people graphic shows 60/20/20 detractor, fence sitter/promoter.
It misses out that probably 80% plus of the time they don’t even know of your existence. More than that – they don’t care.
How can they promote you if they don’t know you exist?

Social is pivotal in many decisions. It is where people tell others about “cool stuff” they’ve bought, creating envy and desire in others. It is where people who have a vaguely defined problem find brands which could be solutions. And it is where people who are working towards a purchase decision get warned off bad products or untrustworthy companies.

For a company it is also where you build a reputation as guys who can, who go the extra mile and who listen and produce what people want. Treating it as a sales channel is putting blinkers on a horse then asking it to do dressage.