Online Social Networking in VBPL

Sounds like a great way to put out announcements about programs, services, new books, etc. But who is going to do this work, keep it up-to-date, answer questions and messages? Will a "friends" level be set that if we don't reach this level, it's not worth it? Sounds good, but sounds like work for ____ who? We're already stretching ourselves on the desks. Will new staff be hired?