Agree with Monique. From experience working on building communities, it does prove worth while exploring what social communities your target audience is already a member of. From there, you can explore creating a niche within the social community. e.g. FB groups, sub-reddits, LinkedIn private groups (you can post stories etc). That way your audience is already familiar with the platform and it creates less resistance with acquisition, retention engagement etc. Most successful companies leverage this approach (go where your audience is), provided you can find a platform that caters for your value prop.