How to Promote an ebook?

We have a whole room here in which to discuss self-promotion, so I'll move this thread there. General Publishing Discussions is not the best place for it.

Don't confuse "ebook" with "self publishing". Ebooks are just a format, like paperbacks, hardbacks, audio books; self published books can be all formats.

Meanwhile, you might find this thread useful:

How to promote your book like an intelligent human being and not an SEO Dweeb

Don't think there's a difference in promo avenues between E vs paperback, but different genres will be effected by different promo activities, mainly because your audience preferences and outlets vary.