Why is it called Social Media?

I wonder who thought of the name, Social Media? How social is it when no live conversations exist? I think the old fashioned media was more social than the present day social media world.

Social media doesn't seem so social when a person is sitting in front of a computer screen and is totally silent. It doesn't seem very social when people are more comfortable conducting chats on line versus live conversations.

It seems to almost be problematic when a person hides from face-to-face conversations. Where is being social in that???