Stealth marketing with online networks

I recently had a conversation with someone who wants to create buzz around his business, but for certain reasons, he doesn’t want to be seen to be proactively seeking buzz.

The question: how can he use online networks to achieve that goal?

I had a few ideas:

– Post comments on some prominent blogs, with links back to a password-protected website.

– Post job listings in industry discussion boards which indicate the firm’s seriousness (because of the high salary, seniority of positions sought, etc.)

– Post queries seeking certain types of assistance (“how do I balance the demands among three new SVPs that I’m hiring simultaneously?”) on selected industry discussion boards.

What do you think? How else can he achieve this indirect goal?