There is a lot of white noise on the Internet. Someone may write all the blogs they like, but are they getting noticed? For most businesses, unless you are using the right words the blogs may not gain any exposure outside of your inner network. That it not the purpose of social media . You want all of your social media to expand your audience. Blogging and writing with search engine optimization techniques in mind may be your most effective approach.
First off, have you determined the key words before you start blogging? It may just be white noise without them. Do you know the how frequent you should be using them. Unless people are rushing to your blogs like just a few major players, your best chance of using a blog to your benefit is to use them to provide link juice or linking power for your site. That way if just a few people read them, you will not have wasted your time as you are still getting some benefit from them as at least search engines are picking up your main themes.
If you are using social media without knowing search engine optimization techniques, you might just be blending in with all the white noise.