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I completely agree that FB is the most important and effective way to promote such websites. Even I am an owner of an online forum and in order to increase the audience on it I too had used facebook ads management services which was a right decision so I suggest it to you too!
You can hire SEO for promotion of this site. SMO and SEO would work best. If you need recommendations then I would highly recommend SEO and facebook ads management services from Visiblefactors.com as I too have been using their service for a long time and I am quite happy with that.