Going to vs. Pulling in your audience

I have been a big believer of late of finding your audience where they live. How can you fight with the sheer volume of some of the social networking sites like myspace or facebook? But, in some cases, the right place really doesn't exist. We are struggling with that now, and I think we might contradict my recommendation. The difference to me and the reason we built Share Your Story, is that you would build a space around a common interest, whereas the other social networking sites are built around individuals who you may or may not be connected to. There were no great sites for parents of preemies when we started Share so it was easy to justify. The other argument for "owning" the space is the safety and trust issue. When our name is on it, they know it is not for commercial purposes and we can protect the community. That's important to the members and a reason for coming back.