I have still my doubts that social media is so important. Sure, some investors will probably learn about the project on Twitter and co. but I think the influence is overrated.
There are many crypto "Gurus" on Twitter, which have thousands of followers.
I dont think that they are not important.
Many medium investors get in contact with projects through Twitter, so it should be well considered to ignore such big networks.
But investors also know that these crypto "gurus" are probably paid to promote a specific project. So they can be a good source to learn about a project, yes, but I don't think a lot of people invest only because of them.