one approach is to try and target a niche of the market, where you can get closer to the customer (ideally a high-frequency niche) and get more social, and use

one approach is to try and target a niche of the market, where you can get closer to the customer (ideally a high-frequency niche) and get more social, and use a social campaign to get key influencers on board. it may take a bit of brainstorming on that one though. there's a good book on marketing strategy by some ex-microsoft guys that explains 3-5 standard market entry strategies. i suggest finding that. can't recall the name. has a picture of a football play on the cover i think. enjoy and good luck.