The problem with social media is that everyone thinks they are a professional marketer on there when in fact they make all the common mistakes marketers make: 

The confuse creativity with style.

They confuse vanity metrics for results.

They are egocentric and not customer focused.

They interrupt people vs connecting with them.

They don't think about who its for and what change they are trying to make.

In fact the only thing they do right is being consistent.

Social media should be the shadow of what you do - not all that you do. People make the means the end and think that having more followers is the goal.

The real goal should be too make real impact in the world with a brand that serves customers. Something that people want to follow not end up following.

However, that requires thinking and all people want is formulas.