There was a thread on BigFooty a few years back that highlighted how Melbourne essentially missed the "golden era" of social media throughout the late 2000s and 2010s. As someone that works in corporate affairs and digital media if you have an almost exclusively negative user sentiment on your social media, your growth, reach and influence stagnates. Combine that with a traditionally smaller, concentred support base and you can struggle to attrack online engagement.
I wouldn't read too much into it tbh. The social media golden era has well passed and we'll never catch up. Unless we are first to the table with a new, innovative platform.