@jjmacnab
I semi-regularly contact ppl whose work is important to me to tell them why I've chosen CoSo & they should, too (w/a link to that Zdnet article that called it the best).
They DO have to open their minds to a non-viral universe. It's a change; wrapping the mind around a place where one may get a few dozen likes instead of a few 100k can probably feel like the same amount of work but no one really paying attention.
But, the network effect = more ppl, more everything else....