What's required is a kind of social media sherpa, who can find you the audience you seek, who can reach to them on the platforms where they are already congregating, and who can help promote in tasteful ways that fit the sensitivities of the networks where your audiences are found.
Chris BroganNo matter what, the very first piece of Social Media Real Estate I'd start with is a blog.
Chris BroganFor every day we don't unlock our own value, we remain plugged into our other identity.
Chris Brogan