This has been more or less the grave issue with “investment” or grants and social media, even though grants are meant to give a helping hand to the most promising prototype or demo, these days they tend to lean unproportionally towards lets say candidate A with mediocre WIP title (or no title at all) but with Social media presence VS candidate B which has no social media presence but with superior looking and more promising title who doesn’t wish to have the online buzz at this very early stage of development.
I’m not saying this is the case all the time but i’m saying it has become more and more the go to must do situation to even start to have a chance for any grants or investment to be considered your way if any.
Whatever happened to good old investor instinct instead of relying on the number of “likes” on a post. But like some mentioned here it’s simply a case of PR with larger corporations, it’s like telling the community "look we care for the “little” guy you all “liked” so like us in return. after all a few million thrown at such games is much cheaper but more effective PR for them than a full fledged yearly PR work to reach same amount of audience.
That’s why forget the whole thing just do your own game work hard and aim to stand out, and post ONLY when you feel it is time you need to share and expand on that Social media. It’s the only way in this business all else is just all talk and no play.