One thing that sites like facebook had - before they became 'mega hits' - was that they were local. Built up a base by word of mouth (having users, and not feeling "empty"), then marketing/PR'ing their way to success on a national level.
Now-a-days, it's very hard to have major national success without a lot of capital, something that can make your site go 'viral' instantly (i.e. Howard Stern talks about it), or just simply having a hit (one of those DUH! Why didn't I think of that!?!? websites).
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