Everyone stops thinking about it after 4, because connections are measurable and thus reportable by the media planners at whatever agency the brand has hired to do their social. It's simply a metric and few people at real companies think about it, they just see the numbers and think it's working. This is because agencies tell them it will and that's the worst part about it all.

Social's value is seeing how people react to your brand, absorbing their feedback, connecting directly... but the planners have reduced it to numbers, like they do everything, and sucked the life out it.