Social or Just Media?

The company I had a question for doesn't list contact information on its website, so I reached out on Twitter, where it has an active presence. Two days later ... silence except for what I suspect are scheduled posts all about them. Which isn't using social media very socially at all.

The "social" in social media is the key point. Social media is about connecting, conversing, and generating a feeling of community. The value isn't in using your account as a giant billboard, but in those two-way connections that used to happen in person at the corner store, in B2B groups, and throughout neighborhoods when we all did our business locally. I talk to you, you talk to me, we share back and forth, and we establish and maintain--and enjoy in the truest sense of the word--a lovely working relationship.

So here's my question of the day: How social is your social?