I am in no way an expert... Remember that if something sounds like complete nonsense, because it likely is.
As someone who frequently uses facebook, I really hate it when people and groups post tons of stuff and it clutters my "wall" ("homepage" or whatever you want to call it). As soon as I see another post from that person or group, I usually grumble, utter a few profanities, then pass it over. The next thing that bothers me is the sheer lack of creativity in some posts. Don't just post a link, make something a little flashy (but not too much so) that demands (positive) attention.
I guess what I am saying is that you need to be aggressive, but don't come across as a spammer (for lack of a better word).
If we move back a little bit, we can look at the product (the music and the video). Like you said, you need to make high quality music, and a high quality video. You must also take into consideration how interesting it is (what is the point of catching someone's attention with an advertisement if the product can't hold the audience).
Again, I am no expert, so hopefully someone with more experience can drop in and give some better insight.
Oh, almost forgot to mention, I checked out your soundcloud page and really enjoyed what you have up there. Looking forward to the EP.
~Daniel~