A good book to read would be Seth Godin's Permission Marketing. Traditional advertisers will try to solicit prospective customers by interrupting their daily routine. Godin gives the example of a telemarketer calling while having dinner and coins it as, Interruption Marketing. Find a way to be relevant, anticipated and personalized when sharing your message. And do it where you're not just one of a million doing the same thing. Social media can be a great starting point when used correctly.