Promoting science fiction content (a book)

Author David Luis Edelman shares his experience on promoting his book, including activities that turned out effective, inconclusive and those which were just plain flops (via Digg). Most of the activites were done online, but one stands out:

Made a conscious effort to make friends in the science fiction industry, mostly just because it's nice to have more friends (although the Machiavellian in me notes that several of these friends have had some very nice things to say about Infoquake on their blogs and such)

Compare and contrast with advice by comedian Dane Cook (web promotion) and writer Cory Doctorow (speaking in public) in Wired How To.