Ask HN: How best to socialize my new side project?

I'm in the process of applying the finishing touches to a new site I've developed. I should be soft-launching it next week, taking a couple of days to tweak, test, and add some initial data to it. After that, it's time to do a formal launch!

The question is... how? This is my first "startup" endeavor. The site itself is niche-focused. Technology. Primarily developers, sysadmins, and the link. Aside from posting an announcement here on HN, how else can I get the word out?

I've got a Twitter account already setup for it. It has a handful of followers, but no one influential enough to really drive traffic to the site. Where else can I turn to put the word out? Are there other social news sites I should post to? Web directories? Any advice?

Since this is my first outing on my own -- despite a 15 year career in technology -- I'd REALLY appreciate any advice, pointers, tips, etc. that you more experienced readers can provide.