It seems to me that the direction of the thinking goes the other way: in one, you think of a friend and contact him, in the other, you think of yourself, show yourself to the world and people send you likes.
When I thought of this, it seemed to me that social media is often some sort of "narcissistic exposure of oneself" and encourages this type of behaviour from me and I didn't like it. This plus the fact that I didn't like Facebook's behaviour with it's user's data made me delete my account, and I didn't miss it since. If I think of friends, I have other means of contacting them that have a more personal feel.
I forget where I read it, but it's similar to the idea that if someone you love makes a meal for you, at the end of it, you don't ask "how much do I owe you?" and break out your wallet. It's distasteful. Likewise, you don't do someone for a loved one or friend and afterwards say, "well that will be $X".
Posting on social media has a reward of sharing and liking, and as a result, to me, it turns human interaction into an exchange. (And I will admit that there is an element to that already, in terms of owing people favors etc., but the "bookkeeping" that we do is generally in our heads and is hard to quantify, which makes it a bit fuzzier and less commodified.)
You don't get the warm fuzzies when someone tries to harvest intimacy across hundreds of their relationships simultaneously with a post? Weird.