Finding new traffic on social networks
All social networks have groups that are intersted in a topic. These groups behave much like forums with discussion boards and members join the groups since they are intersted in a specific team or player.
Bring them better information! That's what they're in the group for in the first place.
The same for social networks. Each network (Orkut, MySpace, Facebook) has a group page or fan page for the most popular team and clubs - in every language. We've had some success during the Euro in driving users from Facebook groups (the national team group pages range anywhere from 200 - 50,000 members) to our MatchCentre. We even had a Netherlands fan start his own (very biased and entertaining) live blog.
So, just as you should look for relevent forums, add links to OleOle blog posts and specific upcoming MatchCentre pages from groups. Don't have a MySpace or Facebook profile? Make one.
Join all the relevant team / club / player groups you can on each network and see what's going on, then add to the conversation.
Spend some time on a social network, join the club and team groups, and take part in the discussions there. Link to relevent, timely content on OleOle. The more timely the news and the more enticing you make it, the more traffic you'll generate.
You need to build up some credibility, so add other information besides links. Make jokes. add real comments, become a respected participant. Do it every day!