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Make sure your promotions are targeted. I feel so bad for all the authors with no direction that sink their time in facebook and twitter with all their hours getting lost in the void. Figure out your likely audience/niche, find out where they are (message boards, blogs, special interest magazines), release samples there and make it easy for people to google you up. Don't advertise to other writers, don't do general advertising. Target well and let word of mouth do the rest, don't spend time on social networking if you don't know who you should be networking with.
While you're excited about releasing a new work, think about what else you can write in the future. New works promote the old work well, and e-book buyers devour entire backlists. Whenever you're doing promotion, think about the opportunity cost, think about the time you could have spent writing and making a new product. I wish you luck!
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