Several years ago many folks, including me, were consistently encouraging people to "join the conversation". People were using different words, I personally still like to talk about the importance of distributed authoring.
Yet from all of my public speaking lately for PRSA and IABC chapters in Florida, Oklahoma, Arkansas, and most recently Arizona, I find myself recommending more and more to recruit.
The field is so new and training to understand the social norms of the Internet takes time. Like learning a professional sport except the pay isn’t the same. Learning is important, but I firmly believe it does not obviate the need to recruit. Find the good ones in college and get them on board. Or study like crazy.
Better yet, both.