The way I see it, social media really is like a big party. The more people, the better the party. Entertain your guests and they will stay. More importantly, they will share their experience with others and ask them to join. They will gush over the wonderful things that happened. And if the party is bad, they will share that too. If the host is nowhere to be seen, they will complain about it to anyone willing to listen. Any great event takes planning, attention to detail and excellent hosting skills in order to be a success. The principle is very much the same in social media.