It sounds like you have really been doing the rounds on reading up and trying to find the answers you need. Frustrating I am sure.
I have spent around 7 years working in SEO and I still don't know everything. So don't discount it, it’s the most cost effective method for generating traffic and there are loads of opportunities.
So to answer your question:
Web 2.0's well, your currently on a Web 2.0 UGC(User Generated Content) website. Each site Digg, Youtube, Facebook and all others require you to have an authority voice and followers / viewers of some description.
- Followers are people that have seen what you wrote and liked it.
- Viewers are people who for some reason have found what you have created online, a
video, post, article.
Understanding the above two points is important because there is no specific strategy that works for everyone. The most important thing is to understand each Web 2.0 property and join in, every site is different. Digg for example only certain topics work very well, other topics are just not worth trying on Digg.
So first you need to engage viewers, whatever your offering a product or service, people ideally will want it or use it. This is where USPs are important, but more important are making things fun, enjoyable and easy to digest. Web 2.0's are all about viral content, things that get viewers talking and sharing with others. The ones that like your content will become 'Followers'.
You may find that Web 2.0 doesn’t suit your products or services, but even a window cleaner could utilise Web 2.0 well:
Facebook - Larry the Window cleaner,
cleans the windows of six houses in
15 mins and he could create a nice
photo set, clearly identifying the
location of where he works. So locals
may contact him or notice landmarks.
YouTube - Larry the window cleaner
demonstrates how to get rid of that
soap scum on a glass shower.
Digg - Larry does something on a
massive scale or scary, like a great
photo of him cleaning a massive high
rise building in a costume, something
amusing and impressive.
Well there ya go some ideas that could turn viewers into followers waiting to see what Larry does next. Others may become followers with the intention to purchase from Larry in the future.
I wouldn’t recommend one channel only, Social Networking, Web 2.0s, PPC, SEO, Facebook Ads, Banner advertisements on relevant websites. There’s so many things and a good mix of all often works very well.