One of the things which smaller presses understand is that you have to belong to a community to serve it. This means approaching readers as a fellow book lovers, which many publishers (both large and small) do by blogging or tweeting about books.
Among the good news is that a larger proportion of African-Americans and Hispanics are attending arts performances than ever before. Older Americans are also reading books at a higher rate, and a greater proportion of younger Americans are attending outdoor performing arts festivals. And every age and ethnic group found more of its members going to movies.
I use Buffer to determine the best times to tweet or post and then schedule content as I find it across the web. The goal is to automate a portion of my social media in order to free up my time to engage with my audience throughout the day.
The Greatest Tweet of All Time [thanks to @DavePell]