Along those lines, I believe that mechanics design is a distinct discipline separate from both interface design and product management. I believe it deserves its own terminology, principles, processes, deliverables, and bodies of knowledge.
two ways people grow their online presence:
🔚 assuming your audience a priori and building it
🔜 being authentic online and finding out who your audience is
mechanical/engineering vs. organic/emergent
One mistake I often used to make at Justin.tv was offering a potpourri of business models (virtual goods, product placement, chat ads, contests, etc..). I was embarrassed to say Justin.tv would monetize with advertising when clearly that was the only answer. Own the simple business model.