I'm going to say something unfashionable: Stop shaming folks for seeking "reach" in social media, *particularly* if what they create is substantive and generally good for the world. I've been a freelancer almost all of my life. The advent of social media enabled writers like me to talk directly to interested readers and build communities. If you have a corporate gig, "reach" may seem like a frivolous luxury. For freelancers, it's a necessity - the only job security we have.