Marketing an e-book (novel) online

The challenge is to create and implement a short-term marketing campaign to promote my historical novel Whorticulture, an e-book published at Smashwords for $2.99 and Amazon.
Short-term objectives:
• Certainly I would like to grow sales of the novel but I am more interested in creating a dialogue/ a buzz around the book with reader feedback etc. so would be happy to give away copies/coupons particularly to libraries, book clubs etc.
• Grow a relevant Twitter audience or other social media audience @hotelalphabet
• To develop a longer-term marketing plan
Secondary objectives:
• Promote my site www.hotelalphabet.com as a site for art lovers (Whorticulture is featured on the site)
Longer-term Objectives
Eventually to monetize the site through targeted advertising
I can forward links etc.