As someone who has worked in Social Media, I would say most people on OTIB are not in the social demographic, that the Media Team are hoping to engage with.  Every type of media used has a strategy, metrics are gathered and analysed.  Unfortunately for some this type of engagement isn't well received, but you have to remember that  Bristol City is a brand, brands are successful on how much exposure they are afforded.  Remember the Goal GIFs? Those weren't for the benefit of the fans, it was