I think you actually mix two things here. You have scientific research on the one hand, that may be cryptic for anyone external to a given field, and communicating about it (that could go through a social medium). What is true is that scientists are very bad with communication. Very few actually communicate at all with the general public, and this is a real problem. I am belonging to a class of people who really think that this is a part of our jobs. This is also the reason why I write a post on steem about most of my papers (without any single equation;) ). I am trying to convince others (from my field) to do it, start blogging, etc... but this takes time. In my case, it is true that I may publish one paper less every year. But I think the counterpart is worthy.