Will the app have it's own Facebook page? This can basically act as a blog in most cases and is probably more appropriate in this instance since it shortens th

Will the app have it's own Facebook page? This can basically act as a blog in most cases and is probably more appropriate in this instance since it shortens the 'path to purchase' (even though you're not purchasing anything, think of it more as the 'path to installation/engagement'). Because it's all done on FB rather than re-directing them from an external site. If you put quality viral content on there that's still in line with the image, tone and personality of your brand then you'll have a constant flow of traffic. This works in your favour with FB ads as well because you can test campaigns that lead directly to the app and then campaigns that lead directly to the timeline and see which ones convert better. I would also consider getting a video animation that illustrates all the features your app has and how it works. Remember to focus on your value proposition for the consumer and your key difference. Twitter is a great tool, but for any marketing plan you need to be as clear as possible as to who your target market is. If you're unsure at the beginning just start to test what age groups and genders are more engaged at the beginning (using social analytic tools like Sprout Social and Hootsuite really help to get a clear idea on this). Finally, I would suggest trying to define some key brand ambassadors on FB that are willing to share your app. Think of non-celebrity page owners and people of influence that you can invite to view the app. Not sure if this helped at all but good luck with everything!