According to the laws of physics, energy can neither be created nor destroyed - only converted from one form of energy to another. So if you want to make a new connection inside an existing system, you will need to convert one connection into a new one. It means you should destroy one relationship and replace it with a new one.

What relations do you want to destroy and replace? It's simple when we speak about manufactured components. But when we talk about social media, we need to manage relationships between people: you, your audience, and your competitors. Why should your audience end one relationship and replace it with another?