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[obscure]

to be clear, i'm not advocating being nice or polite, just being helpful, being of value to people. i'm not a particularly polite person....

Honesty is also a big plus

Seriously, agree with what you say. You can't just have a facebook page or a blog and think that this will be enough. You need to "create value" (yuk awful marketing speak) and actually say something that is of interest to people. That how you build awareness.