One idea I've heard lately, and I think its a good one, is that writers should meet the employees at local bookstores. To me this makes total sense. If these people are going to be responsible for selling or not selling your book, you want them on your team, right? This is especially true for independent book stores.
So go to all the bookstores in your area and introduce yourself. Come frequently, and buying a book every once in a while couldn't hurt. Make friends with the people behind the register. Talk to them, ask them what there favorite books are. You may even consider giving them a copy of your book for free. It may be well worth it.
You can use sites like Facebook and LinkedIn to see if you already know anyone who works at a bookstore. That may be incredibly useful, by giving you an extra in. Take your bookseller friends and their coworkers out to lunch, and invite them to a release party of your book. Be creative in how you do it, but the more bookseller friends you have the more people you'll have on your team, pushing your product. That could end up being the biggest support you have.