Social media isn't dead. But, it's bleeding out.

Every day I hear about a friend or a friend of a friend who "quit". What's fascinating to me is how they talk about their departure. They do so with the same religious zeal that decade-long smokers talk about kicking the Camels.

These people are seeking something that social media promised but didn't deliver: Connection.

Connection can't happen by growing a following. Possessing millions of followers can make you a lot of money and make you feel very important. But, it comes with the cost of connection. Celebrities and influencers will tell you this, if they're being honest with themselves.

At the height of his career, Michael Jordan felt the loneliest. He would stay in his hotel room for up to 18 hours a day––only opening the door when it was time to step onto the court––because of the never-ending stream of fans vying for his attention.

The problem with social media is that all of us have become miniature celebrities with very small followings. We still suffer the cost of connection but enjoy none of the gains. Today, 100,000 Instagram followers won't make you rich, let alone pay the mortgage.

While the last decade has been about growing a following, the next decade will be about building a community.

Andy Warhol once shared the following reflection on building The Factory, his legendary studio, club and community...

"A lot of people thought it was me everyone at the factory was hanging around, that I was some kind of big attraction that everyone came to see, but that's absolutely backward; it was me who was hanging around everyone else. I just paid the rent, and the crowds came simply because the door was open. People weren't particularly interested in seeing me, they were interested in seeing each other. They came to see who came."

I like the line by Warhol because it's the perspective of a man who made the transition from a celebrity-artist to some that looked more like a facilitator-artist.

Building a community is the antithesis of celebrity. It's an act of love, in a lot of ways. You create an environment. You foot the bill. You facilitate conversations. Then, you step out of the way.