User blog comment:Jamie/Social Media – What’s the Point?/@comment-68.102.211.72-20131009145700/@comment-166-20131017155353

People who claim to be sick of social media usually mean to say they are sick of Twitter, Facebook, or some other particular platform for some particular reason. 'Social media' can arguably expand to include many other types of online interaction, such as these comments, which you still seem to use. I highly doubt you've given up on all forms of 'social media'.

Like it or not, broad groups of people will continue to interact with each other around common interests on the Internet.

As the leader of wikis with a massive amount of content (200,000+ pages) to keep up with, I need lots of contributors to do all that work. Like it or not, I need to engage people to create a community. Social media platorms such as Twitter and Facebook remain the best way to reach that audience.

It reads as instructional because it was intended to be. It was intended for those who want to grow large communities, not necessarily for people who simply want to visit and enjoy wikis.