Don't be mislead. Marketing done right has always been about focusing outward, that is, on the customer and on the people who influence them. Nothing new there. What’s new are the tools used to communicate. Sure, every medium can be rife with abuse and poor messaging, but to claim that marketing hurts your business is ridiculous. And besides, marketing isn't just promotions (advertising, PR, social media, et al), it involves product development, distribution and pricing as well.
What's really different about social media is that it's a digital soft sell. That is, you can't shout sales messages and expect to be effective. In other words, even if you're soft-selling or trying to get people to say nice things about you, at the end of the day, you're still trying to put something across to help your business gain customers. Oh, and that's a key benefit of marketing by the way.