The vast majority of the best and brightest in terms of subject matter experts in many niches, simply are NOT spending time pushing their ideas on Twitter, Facebook, and LinkedIN. They, in fact, we if I be a bit presumptuous, have better things to do with our time. Nothing wrong with social but if popularity (number of tweeted links/likes) is a deciding factor in ranking, those creating the best content in terms of “thought value” simply won’t show up.There is now very little incentive to publish new ideas and thoughts to move fields forward, not only because it’s hard to monetize, but because no one will see it because it won’t have “buzz”.