Well, I think they're wrong on both counts. And to explain why I suggest this analogy:
Say you own a clothing store specializing in fashion labels. And between the hours of five and seven every evening a hundred people gather outside your business location. They are all interested in what you have to sell, and love chatting socially about your business niche. Regulars include fashion designers, writers, models, and just lovers of stylish clothes who buy a lot of them. Their ages vary, but most are young. And this regular event always has a good atmosphere. No one is hard selling. They're just chatting.
Would you make time for it? Of course you would, and regularly.
You'd know that all you'd have to do would be to walk out your door and mingle. It would not only be enjoyable. It would be great for your business. There would be influential people there who could give you free publicity. There would be many prospective buyers. The time would fly.
And how would you approach this interaction? Well, you could be pushy and try to drag people back to your store. But obviously that would be the wrong approach. It would annoy many people and ultimately be counterproductive. Rather than welcoming you, the group would become wary of your presence.
Clearly, a much more subtle approach would be better. You could wear a hat or shirt with your logo on it. And every now and then, where appropriate during conversations, you could mention that you do sell clothes and point to your store nearby.
Without a doubt, this more organic approach would pay dividends. Some of the people you spoke to would show up to buy from you. And others would come at the recommendation of others you had spoken to. The benefits would be mostly indirect, yet still powerful and ongoing.
Well, that's pretty much what's happening on social media. Except it's not just between five and seven every night. It's occurring all the time. And there aren't just hundreds of local people in your niche. There are many thousands of them. And you can connect with them pretty much instantly. You just have to log in.