Tell people about your work. They want to know. I used to work in picosecond photoacoustic spectroscopy, studying metal carbonyls; its GREAT being able to tell people what you do. Enjoy it.
Tell people about hypertexts you read. This is incredibly important for building an audience. You don't have to like them; just treat them decently. Write about them on your Web page. Assign them to students. Make your thesis advisors read them.