I disagree with you:
an important part of modding work(if we can call it so…) is create an a community around it.
They should hire a PR guy and leave to him the community updates and other stuff…
Imagine how many ways there are to involve a community:
community contest.
multiplayer meetings.
screenshots contest.
…
facebook it’s a powerful tool to get people involved.
They should take inspiration by nmrih and cof: