Well, there are two different cases we are dealing with.
1) Someone is simply obsessed with the number of friends and simply wants to have a bigger friends list.
2) Deliberate Social Media Marketing strategy based on community building.
In reality these two are clearly distinguishable and it's easy to see if a community actually created to promote a third party website (and I believe there is nothing wrong with this).
If you wish to know how community building works from SEO/SEM perspective just ask me a question :-)