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I remember when Facebook made headlines a few years ago when they got the ire of their membership for privacy issues. Facebook made every TV station news broadcast and newspaper during that time around here (SF Bay Area). I'll bet there were millions of people who went, 'Facebook - what's that?' for the first time. Whether or not this was an intentional PR move by Facebook or just a lucky accident, they got a lot of press for free.
[edited by: Play_Bach at 2:25 pm (utc) on April 30, 2009]
Craft unique, important and credible content. I know this will sound rather strange to most SEOs, but for best SERP results, get right out of the link building schemes (in this way you'll also no longer need to beg, borrow, steal, buy, dump or spam you links all over the Internet and you'll get to keep some of your dignity about SEO).