Do not be lured by the need to be liked: better to be respected, even feared. Robert Greene
I think Robert is talking from a practical aspect of functioning successfully in a Capitalistic Society. In terms of Steem exalted content will gain respect. Aiming to be liked or make friends and socialise is not wrong or immoral but you may fail to profit in the same way that just being a nice person alone does not guarantee financial success without a number of external varying factors which may even contain luck. Right place at the right time.