"Buzz" is definitely one of those buzz words that can mean a whole lot of different things to a whole lot of different people.
If you're looking to increase organic engagement on said sites I'd suggest hiring larger entities to help spread the word.
For example, awhile back I was hired by a major movie production studio to help spread the word about a movie in a "viral" sort of way (can't go into too many details without it being obvious).
What niche are you looking to grow your presence in, and which of the major social networks would you like to concentrate on?
Keeping in mind the more networks, the more advertising budget you'll need.