If no one comes why build it?

Social Media Marketing

Social media marketing programs center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) allows consumers to share via web sites, social networks, instant messages, news feeds about an event, product, service, brand or company. 

When the underlying message spreads from user to user  appearing to come from a trusted, third-party source as opposed to just  the brand or company itself this form of marketing results in higher sales and company awareness.