Think of yourself as a community service media outlet.
Curate a Twitter feed of local non-spammy Twitter accounts. Help people out by spreading their message.
Look for influential people on Twitter. Reach out to them using Klout and LinkedIn.
Check out breakingburgennews.com. Agent helps people to promote their business and causes.
Create a social media marketing agency and help people use social media to promote their own business.
Have a curation site that brings together all sorts of local news. This is called a micro-channel strategy. For example, sport, food, wine. Link to where the content is coming from.
Real estate agents are well positioned to build a community news service strategy. Doing that employs a no-sell approach.
Consider the shared economy approach.