We're talking engineers and product people here, not marketers.  They are trying to create shareholder value by building extraordinary, step-change architecture.  It's difficult to explain, and difficult for the lay person (including investors) to understand.  

How many times have you tried to explain the merits of POET to someone and watched as their eyes glazing over.  As crucial as this technology platform is, it's not sexy. It's not end product.  

This management was obviously convinced by Adrian to start work on the promotional and social media front at around 4K per month, and I don't think even Adrian fully comprehends the value proposition, or the nitty gritty of the technology and you could see that when he was interviewing the company higher ups.    

This happens to be my area of expertise as well, and my last company posted on 5 social channels...every single day, and we weren't even selling anything. I'm not convinced that putting more noise out there via the socials is going to appreciate share price value (moving the needle).  

Only credible orders from recognizable companies will do that, and I think we're closer to that now than we've ever been.