Replying to NS vs Social Media

So, as just about everyone has noticed, the forum usage is falling drastically and there are hardly any members online at any given time any more. There is less and less interesting content in the forums, and there are day+ old threads on the first page of just about every forum, which never used to happen.

Now, NS is killing it in social media. 53.3k followers on instagram, well over 1k likes per insta-post (latest has 1908 likes), 19 followers away from 100k on Facebook, and I don't follow twitter. Also the NS snapchat had been popping off for a while.

Why aren't all those followers of social media coming to the site? There are 87 people online right now. I don't want to say that NS is dying, but it is not getting the traffic that it has in the past. I know content is becoming more prevalent than the forums, but still there should be more interesting discussion going on.

How do we get all the people to come back to the site? Contests? Better mobile site? An App?

Food for thought.