Excerpt from this article:
Twitter is a much-maligned, ever-burning furnace of existential dread. At its best, it’s an efficient tool for communication, even if that only means telling people to go fuck themselves. But unlike on other forms of social media, where the success of a post might be measured in terms of the discussion it generates—a busy comment section under a blog post, or thousands of comments on a Facebook page—on Twitter, provoking a significant response is actually evidence of the opposite. The lengthier the conversation, the surer it is that someone royally messed up. It’s a phenomenon known as The Ratio. While opinions on the exact numerical specifications of The Ratio vary, in short, it goes something like this: If the number of replies to a tweet vastly outpaces its engagement in terms of likes and retweets, then something has gone horribly wrong.