[akelly]

The devils advocate position is that without a social media presence or ads, it can be difficult for some companies to find customers to talk to.

[jaggederest]

One of the things that I have learned the hard way is that if you don't have a channel to get at least initial customers by some means besides PPC advertising, you're unlikely to succeed.

One of the early competitive advantages you need to have is in "finding customers to talk to".

[hohenheim]

"finding customers to talk to": The so called seed.