how to attract people to this site?

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being an extremely busy person, i seek social interaction through online platforms, usually at odd hours, and in between breaks. so i have been setting up a few social sites aimed at generating social interaction.

i've seen many other sites with a high volume of social traffic. the question is how do i bring this site to become a popular social interaction site? any ideas? what promotions must i do? any cost effective means of promotion? word of mouth? spamming (i am seriously against spamming though)?