It’s not being lazy. All that interacting takes time! But these days, people want to have a relationship with people they admire or are thinking about buying from. That’s why the companies are on social media, and even if they don’t intend to send you product, they will retweet your work or feature it, etc. if you are using their stuff. You just have to decide how much time you can afford to spend, just like you decide how much money you have to spend.