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The most important thing to know about social media is this: Most people don’t post.
You know this. I know this. God knows this. I am going to limit my analysis to text-based sites because video sites such as TikTok, YouTube, and Instagram are not my ministry. This analysis may transfer in whole or in part to those platforms, for all I know.
The silent majority of every successful text-based social media site is lurkers. These are sane, normal people with sane, normal lives. They are well-balanced and have hobbies. One of those hobbies is visiting social media sites, where they are usually looking for either information or entertainment. They’re the audience.
