You think of social networks as distribution for awareness for something else, you think of it as distribution.

(…)

I think of those platforms as platforms to natively story tell to bring awareness.

It is a substantial difference and what it does is it forces me to actually bring value on those channels, instead of thinking them as impressions.

At 9:10 of the Elevate NYC 2013 Keynote (by Gary Vaynerchuk)