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Produce really good (unique, interesting, surprising, whacky) content and it will happen naturally.
OR - Spend a shitload of time actually using the site properly (posting things not your own), build up respected accounts and occasionally pepper in your own stuff
OR - Pay a company that does that for a living, I know many of them.
My personal opinion is the first option is the best. I doubt you will see a positive ROI on the other two.
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