To be an authority in your niche, find high demand and low competition keywords and phrases to use in web page copy, tags and content offers. Build links to improve search results by way of association with other credible industry sources.
Monitor discussions about your product, your industry and your company. Add to conversations, build rapport with industry leaders and increase community and industry exposure. Listen on the web for conversations about your company and respond proactively to build a loyal and supportive community.
Take note of those who have found their voice and who lead groups and begin to add to conversations. Establish circles of like minded people. Benefit from building selective relationships in numbers only possible through social media. Leverage these relationships to increase exposure.