in the marketing world we call it WOM,Word-of-mouth marketing WOM marketing is when a consumer's interest in a company's product or service is reflected in their daily dialogues. Essentially, is it is free advertising triggered by customer experiences—and usually, something that goes beyond what they expected. Word-of-mouth marketing can be encouraged through different publicity activities set up by companies, or by having opportunities to encourage consumer-to-consumer and consumer-to-marketer communications.

 Also called referred to as "WOMM" or "word-of-mouth advertising," WOM marketing includes buzz, viral, blog, emotional, and social media marketing.

so technically social media as long as posted by any significant person is called WOM and yes it will be a good tool to increase the awareness of people to cryptocurrencies.