It is often not a rational decision. People spend time on social media because they find it interesting or entertaining. That doesn’t mean it is actually useful

It is often not a rational decision. People spend time on social media because they find it interesting or entertaining. That doesn’t mean it is actually useful or good for them. That includes journalists. High-profile brands are somewhat stuck because departing would cause a negative news cycle. Quite a few have shrunk their organic social media teams and put more resources into paid social media, which has a more directly measurable ROI.