I really truly think a social media hack is enthusiasm.

People (maybe a majority) follow me on Twitter who have no career focus on computer security.
I follow farmers on YouTube just talking about their tractor repair tribulations with perseverance. I will absolutely never drive a tractor or put any direct tractor knowledge they give me into practice. But I care because they communicate larger fundamental insights into finding solutions.

This is a magic ingredient. You can't really fake it. And people know when they see it. It's one of those inescapably human manifestations the brain recognizes micro-signals from.