A website has to be like an octopus. It needs tentacles into major "people pools": Facebook, Linkedin, Twitter, Youtube, etc. Where people are is where you need to be with an attractive playground for people to come and play. Everything else is logistics. This needs strategic thinking. Putting up a fan page or group or channel is not sufficient. It needs to be a source of interaction. There are a limited number of playgrounds needed so you have to hurry or you will miss the big boat and will have to swim all by yourself.