Marketing a mainstream social networking site
 

Do you let it simmer and grow slowly and naturally or spend some money on advertising it.
And if you're in the spend theory. Where do you advertise that sort of thing?

Simmer and grow? Probably not if you don't have time. Think of it as a dating site for mainstream and use the strategies there

There are many more suggestions but you'd need some good people working for you to make it happen.