This is a reason why (to some extent) you should let users dictate your marketing for you. What I mean by that is to avoid touting yourself as this mega awesome

This is a reason why (to some extent) you should let users dictate your marketing for you. What I mean by that is to avoid touting yourself as this mega awesome site and just sort of go with the flow. Your users, if they exist, will take care of getting the word out. Doing things like this is cheap and not representative of a company that's interested in their own success. Also, the whole "Facebook" killer thing? Why has it become common practice for new social networks to have to "kill" their competitors? If they were truly intelligent, they'd develop some feature as the core of their service that Facebook lacks and then put that at the forefront. This, though, isn't helpful and doesn't draw any interest toward the product.