Amazon users visit to buy stuff, and MySpace users visit to flirt.
Last time I checked, flirting was a fairly unprofitable activity.
There's a long list of high-traffic sites (beginning with theglobe.com and extending to hotmail and many others) that couldn't monetize. They were stuck because the bait that got them the traffic had no room for a reasonable hook. You could use a TV like model and interrupt with irrelevant ads, but it doesn't work so well.
All a long, long way to say something simple:
Whatever your website, I think you want better traffic, not more traffic.
But.... If you want to flirt don't go to Amazon unless you want to buy roses to help with the flirting. The pay off is better flirting and that is at the core of monetising social media.
I can help you flirt better.