I found an article that shows top 6 social network sites in terms of traffic. Some of them are our usual suspects (e.g., Facebook) and some of them, I think, might not so relevant to your cause. But at least consider.
http://www.famousbloggers.net/top-6-social-networks-that-drive-traffic-to-my-blog.html
A linking is "the" key technical feature of the web and think hard how you would utilize this. For you community project, think it more than a promotion of your website. It is an important part of coalition who shares the same or similar interest with you. Coalitions based on online networks will help your cause spread around the world.
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