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@d_r
Tenderloin, thanks for your feedback.
I agree that I'm unlikely to find someone willing to do this for free, but I thought it was worth trying to make contact with someone who's also into promoting cycling and therefore who might see this as a good project to get involved with, for a reward other than a financial one – and when (if) any profit is made then they'll get their fair share of it.
The reason I want to utilise social media is because these days it's how a lot of people engage, interact, stay informed, etc. In this sense, I see it as potentially central to what is an educational / entertainment project. Creating and maintaining dialogue with users and getting them to support and participate in various activities is what I'm looking to achieve. Hence the earlier comment: getting "likes" is good, but encouraging action is even better. This can be translated into: it's good to talk about cycling, but it's so much better to do it.
While I could begin the social media set-up myself I also have a lot of other things to be doing with the project, hence the idea of getting other people involved, to share the load, kick ideas around with, etc, etc. I am able to supply much of the original content, though I doubt I could manage to post and tweet, etc, on a day-to-day basis.
Advice is always useful though so if you'd like to offer any please do.