Have you considered using facebook and twitters native advertising platform? You can spend as little as $5 per day to as much a $1000 per day and create your own custom audience to advertise to.
You would want to have a native facebook other social media ad packages.
I would say use both as fb engines will give u reach and friends will give you authenicity.
You might want to split your budget into these two.
If you have to choose one, go for website engines.
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