Promote Your Presence
The more you keep your site updated, the better.
Make sure you update your Facebook or Twitter presence regularly, so if you are driving people to Facebook or Twitter you have something for them when they get there.
Link from icons on your website, customize your Facebook url and put it on printed materials. Above all, be sure to give people a reason to keep coming back.
Make sure you have a clear strategy and are committed to this. DO NOT simply put a student worker in charge of it and then let it deteriorate once the student leaves the office. Make it worth your time by continuing to create something worth promoting.