From 16 Rules of Social Media Optimization a free white paper (requires registration).
4.Help Your Content Travel
6. Be a User Resource, Even if it Doesn’t Help You
10. Create Content
11. Be Real
The white paper covers SEO and SMO (social media optimization) and provides good advice. The only funny thing is that this site violates one of their own rules. I will let you find out which. If you do, let me know.