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For my own part, I think the promotion part goes down better with a spoonful of sugar--that is, you have to make the promotion interesting and entertaining apart from the actual promotion. Write interesting blog posts and then have a link to your book. Participate in discussions, with a (not too big and obnoxious) link in your sig. If people are interested in what you have to say, they will be interested in your book. You can't just go on Twitter and say, "O HAY, I HAZ A BOOK" and expect people to come running. Use Twitter to be witty and charming and say, "Hey, here's an interesting link" or "I have a new blog post on $TOPIC" and then it will be retweeted, people will follow you, and find out about your book (which is linked in your profile, of course).
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