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Optimizing for social media is very easy. Make good content people enjoy. I know that sounds overly simplistic, but that's exactly the idea behind every successful social media site you've ever heard of.
If you need to spend more time than that, go look through different social media networks. Digg likes text content talking Linux up and Microsoft down. Don't write something positive about Bill Gates if you want a page to get Dugg. Stumble likes non-text media; plenty of photos, Flash videos, Quicktime VR, and all sorts of drawings.
So if you post unusual photos, those are going to be more popular on Stumble. That's my approach. Write good text surrounding even better photos. Then "network with" aka talk to people with similar interests. I'm a member of several photography forums, where people show off images and talk about gear. People with the same interest click through, check out each other's sites, and if they like what they see, they'll bookmark it to whatever community they're a part of. I learned about Stumble Upon through my referral logs.
Replace my niche with yours, and that applies to anybody.
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