"If you think you're a leader and no one is following you, you're actually just going for a walk." - author unknownWhen it comes to the make up of social communities, there are three different personalities; Thought Leaders, Engaged (Proactively, Reactively, Passively) and Disengaged. Of these these three personalities, you must become a thought leader in order to have any significant impact inside social media circles.
As a thought leader you have be influential. Shane Gibson and Stephen Jagger say, "...if you sound like everyone else, you're not a thought leader." This means you have to be intentional about your content and figure out how to present things in new and refreshing ways.
You also need to identify and connect with other thought leaders within other communities. If at possible, connect with them in person (offline). This also means you need to figure out how to get noticed by other thought leaders as well.
Source: Sociable!: How Social Media is Turning Sales and Marketing Upside Down (Chapter 2)