Facebook, Twitter, and us.

I have been tasked with the job of getting our coffee shop into the free marketing area of Facebook and Twitter.  I have some experience getting businesses onto the social networks, but not a coffee shop.  I am curious what has worked for you guys?  What should I absolutely not do, and what should I definitely do?

I have several goals for this project, 
    Goal 1: Get a larger student influx at night.  We are near several Universities in a downtown area with bunches of other shops, I want to stand out.

    Goal 2:  We are also near a lot of government offices, I want to stay on the top of the Facebook checking government employees mind as they go through their workday.


So, my question is, how have other coffee shops operated?

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