Mass collaboration and my organization

Honestly, my organization doesn't really have the need for mass collaboration. It is just one single restaurant and that's it. They don't have much pull in a community where there are literally thousands of other restaurants just like them. What they use facebook and social media for, more than anything, is to promote their business. People enjoy reading Ralph's weird and quirky posts he makes and it gets people talking about the business. I don't feel this organization would be ready to make any type of mass collaborative effort because they are simply unprepared for such an endeavor.