Build it, and they will come" only works in the movies. Social Media is a "build it, nurture it, engage them, and they may come and stay.
Seth GodinBlack Friday is a media trap, an orchestrated mass hallucination based on herd dynamics and the media cycle.
Seth GodinI look at Starbucks, Howard Schultz has made many brilliant decisions, and one of the things that they did was they invented the third space. It's not work, it's not home. That's one of the engines of its spread. But at the same time he was doing that, he bet the farm to open more and more stores in any given town, and making it ubiquitous made it much easier to say to your friend, I'll meet you at Starbucks.
Seth Godin