How to exercise goodwill in social circle?

Knowing that people in our social circle are not versed in the Dhamma, they seek gratification through the sense spheres (sensuality). For example, most people like to be praised and engage in idly talk. But we know that these things strengthens the kilesas (especially when the topic is about political or social issues). The Buddha said that the Dhamma is the greateast gift. But common social occasions are unfit to talk about the Dhamma (or even anything really meaningful which will lead to a long term benefit). If I don't engage in idly talk with someone, He/she will probably think I'm being cold. But if I do, I will be contributing for the increase of their attachments and unwholesome mental states. So, I wonder if there is a proper way to exercise goodwill and merit towards someone in such situations. Or am I thinking too much and should only intend to keep a heart of goodwill rather than make a active effort to preserve or increase their wellbeing?