In advertising, there's something called an ADLOB. It stands for "Ad Like Object" and it's called for when we need to present something to a client that's a simulacrum of an ad without being a full on ad itself. In dating, I've discovered the need for -- and therefore invented -- a similar term, a Datelob.
Social media, in all of it's various forms, provides ways to build relationships with people in your extended network. For those of us who have businesses of our own, it's also a way to build your brand, communicate your purpose, showcase your unique differences, and sometimes, Lord forbid, even have a little fun.