I think it enables both. It allows you to post to various social media from a single location (write once, deploy everywhere). But it also allows you to receive and respond to messages on specific social media services.
Write once, deploy everywhere, and never have to bother logging into any of the sites where you deploy, or bother reading any responses. It's a one-way approach to social media that lots of big companies take. In fact, it's pretty much how we approach social media, too, since our Twitter and Facebook posts are all automated through a 3rd party service, using an RSS feed.
If anyone wants to get our attention and the post isn't here on this forum, or in the IRC channel, or an e-mail to mouser, there's a good chance that nobody will see or respond to it. Trying to get our attention on Facebook is not as effective, and getting our attention on Twitter is near impossible.
And this is no different than most companies, that use these platforms to broadcast content, rather than as chat platforms.