You should definitely create social profiles for the site itself. By creating a Facebook, Twitter, and YouTube account for the actual site, you will increase the potential starting points where someone could eventually come across your site. For example, by making a few videos on YouTube, you could drive a completely different customer to your website than one who would find it through a blog or google search. The same thing goes for Twitter and Facebook.
The other huge advantage to this strategy is that you can re-post and link things from one site to the other. For example, you can post all of your videos on your website facebook page and Twitter account, or post all of your tweets on your facebook page and your blog. This increases the reach of the videos/tweets/blog posts, as well as helps you in the search logarithms that YouTube and Google use. This means that the more times they are re-posted, the higher you will show up in search, even if every one of the 5 re-posts happens to be on social media pages you have designed for the website.
In addition to all of this, it is obviously important to re-post and promote the link on your personal page as well, but that should definitely not be the bulk of your promotion strategy. Hope that helps, good luck with the website!
Todd Hagopian received his BA from Eastern Michigan University with a major in Political Science. After graduation, he worked as a Financial Advisor and a Bank Manager before returning to school. He attended Michigan State University, where he completed an MBA with a double-major in Finance and Marketing. Todd is now a Senior Product Development Manager for a Fortune 500 company. He frequently writes about business issues, social media strategy, and political issues that he finds important. Enjoy the blog!