'Social science' is not like the social sciences - economics, psychology, etc. - rather it's a mix of science and 'social news.' We're in the social news business but a niche part of it. We stick to science yet we're social news because a great part of the content is decided by you: you write it, you read it and your interest in specific articles is what decides the content on the main page. The more people that like an article and comment on it, the higher up it appears on our site.
Web 2.0, Science 2.0, whatever we call it, it's catching on. From the beginning of our private beta in February until now we have gone from no readers to hundreds of thousands per month.