Facebook and Twitter are two of the top ten biggest websites in the world. It has really changed not only how people interact but how people promote their business as well. In order to get your product out there using social media, you have to be interactive.
Join a couple of Facebook groups that are related to your niche and offer some valuable input. Follow people on Twitter that are in the same category as you are and get tips from them. There is also the benefit of receiving all that free traffic. Over time you'll gain a social following and your product will become more popular.