1. If you think about how you heard about Facebook or Twitter, you didn't hear it from Advertising. You heard it from people who benefited.
When you reach an advertiser, you are targeting a lot of people. I don't need to do that (yet). What I need to do is give the people (who trust me) a really good reason to tell their friends.
2. Adult bullies almost always bully others continuously, and when one target leaves, they pick another.
3. Bullies are predators. They will go after the weakest prey. Trying to stop a bully by teaching a child to stand up to him is like teaching the weakest gazelle to be stronger. The predator will not stop going after the weakest prey, he will ONLY stop going after THAT target.