I have been saying this for years. Careers and Marketing Campaigns do not exist in vacuums. In order to be successful and generate income, a property must fire on all cylinders – a strong offline experience that engages and consistently connects with people online in between “real” social experiences. Those online experiences have to be able to provide a platform and a common culture for people to interact online and off, just like the water cooler always has.
Simon Jenkins in The Guardian essentially writes the same. His article is here, and I wholeheartedly agree. Give it a read.