Before social media, back in the days of Led Zeppelin, Aerosmith, Guns n Roses, Metallica...an artist going out of their way to create a relationship with fans was seen as "trying too hard" and immediately become uncool.

I think it's still true.

Leonardo Di Caprio is a surgeon picking his roles, he has had spells of 5+ years without a role. Doesn't interact or post on social media and he is seen as cooler than sellouts such as Dwayne Johnson who dilutes his brand on a daily basis acception roles in B movies and franchises, commercials and basically an all around dilution of his brand.

If you are a company looking for a face to the next marketing campaign you'll find yourself begging Di Caprio, not Johnson.

The problem with social media is that gives a raw number of followers, but it can't establish the "quality" of those followers.

If you have less followers than some other account it might be because your demographic maybe less impressionable, but for that exact reason they are bound to be more loaded then other demographics and if you try and sell them something the grand total in dollar terms will be higher even though the universe of followers is smaller.

I think this is true for entrepreneurs and businessmen as well...diluting the brand is something that affects everybody.

Musk tweeting daily and acting childish for example...compare him against a Jim Simons who keep his mouth shut, doesn't divulge his results and forces people to dig info on him and on the fact that his firm makes 10 M in profit for every employee