Make sure you're social media strategy is "zigging" when others are "zagging". Revenue generated from Social Media not the size of your network is what matters! I have +15 yrs in internet marketing space. Managed division for one of the largest hosting companies in the world helping thousands of businesses with growing their web presence. Co-Founder of Ovation Media, social media marketing firm. I've worked with a range of entrepreneurs and startups from mobile apps, healthcare to B&M.
The most effective way to promote a business as unique as this is to find a platform that allows you to target very specific customers (i.e. People looking at content related to your business, people having conversations around products or services you provide, people visiting related businesses or competitors) FB Marketing is the best vehicle for this type of targeting.