Relevant to Facebook, when people on your friends list read your status updates but do not offer feedback in the form of Likes or Comments.
It could mean one or more of the following:
1) Your friends are apathetic about you and your little life.
2) You have made an ass of yourself and your friends are trying to spare you any humiliation.
3) You've indicated an interest in something (like furry porn or MLP) and people are suddenly embarrassed to know you.
4) One of your friends is stalking you (usually only happens to females) and is too timid to say anything.
5) The people you associate with maintain a Facebook presence, but are too lazy (or think they're too cool) to actively participate.