At its core, it is shared experience, but in practice, it is marketing masquerading as a group of friends discussing products, services and/or trends they've learned about. It is kind of creepy on some level, that companies we choose to do business with then use their knowledge of us for marketing. But perhaps that is preferable to every business bombarding us with all their advertising whether we're in their target demographic or not?
Directed marketing saves companies time and money by focusing their campaigns to interested users, rather than the "throw it at the wall and see what sticks" approach. Their social media efforts encourage them to impart information we might not ordinarily encounter and allows them to highlight expertise in their area. They may be reading trade publications we wouldn't come across, and can explain implications that affect us as consumers.
We can't all read everything researched and published on every subject- there just are not enough hours in a day. But if we read something of interest and post it, we expose our social network to what we've learned. This expands our horizons- but only if we want it to.
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