Thousands of Companies 'Robotically Posting' on Social Media with 'Zero Engagement,' Says Moses Kagan

Moses Kagan, a prominent real estate investor and influential social media figure, recently expressed dismay over the widespread ineffectiveness of corporate social media strategies. In a recent tweet, Kagan highlighted that "thousands of companies" are "robotically posting what are effectively warmed-over press releases on social media, getting ~0 engagement, & not bothering to try anything else." He questioned the rationale behind maintaining a social media presence if efforts are not made to execute it effectively.

Kagan, known as "The Unofficial Czar of Real Twitter" with over 164,000 followers, leverages social media extensively for his ventures, including Adaptive Realty, Reconvene, and ReSeed Partners. His critique stems from a deep understanding of digital engagement, contrasting the prevalent corporate approach with the dynamic, interactive content that typically garners attention online. He emphasized, "Why even bother w social media, if you're not going to try do it well?"

Industry insights corroborate Kagan's observation, underscoring that genuine social media engagement extends far beyond mere likes and shares, encompassing meaningful comments, active participation, and valuable feedback. Effective strategies prioritize authentic content, consistent interaction, and visually appealing posts to foster community and build trust. Brands that fail to cultivate this level of interaction risk undermining their credibility and missing opportunities for customer loyalty and brand awareness.

The lack of engagement, as pointed out by Kagan, suggests a fundamental disconnect between corporate communication goals and the interactive nature of social platforms. While trends for 2025 highlight the importance of raw, unfiltered content and behind-the-scenes glimpses, many companies continue to rely on outdated methods. This oversight can lead to a significant waste of resources, as a dormant or unengaging social media presence offers minimal return on investment.

Kagan's commentary serves as a call to action for businesses to re-evaluate their digital strategies. His own success on platforms like X (formerly Twitter) demonstrates the power of authentic, direct communication in building a strong online community and achieving business objectives. The message is clear: in the evolving digital landscape, a passive or uninspired social media approach is tantamount to no presence at all.