What if your company doesn't have an interesting brand, a cool logo, or just doesn't seem to fit with the mainstream companies on social media? Should you still make a presence? ABSOLUTELY.

EVERY company can and will benefit just simply from the recognition of their brand over another company. It is also true that some companies will immediately be recognized for being outstanding, unique, or just having a cool name or logo. Then again pop started out as a medicine's artificial flavoring, which when you put it that way doesn't really sound all that cool or as something you would like to wear on a t-shirt or have labeled on your sports bag. I'm not saying that a furniture company will every grow into what coke-cola has become (one of the most internationally recognized brands), but then again think menards vs. home depot or ikea. All furniture and or tool warehouses. Their media, brand, and ability to adapt to social needs is what makes one or two of them your preference over the other (well that and prices).

Bottom line every company has something to offer. Insights, product pictures, ideas (even if those ideas are just how to clean and maintain expensive furniture). So yes its less about people wanting to interact with the business in a social setting and more about reaching out to their customers who happen to be in a social setting. 

The trick is not to be over powering and to just be readily available, easy to find, and have valuable informational content.
Which is a fine line to balance.

Then again that's just my take on social media, well mine and many other marketing professionals.