Share 'Pimping your ebook'

Okay, maybe that wasn't the best title for this discussion but I wanted to get someones attention.My new ebook is getting ready to go out into the world of book selling chaos and I am gearing up for promoting it. It is my first YA and the audience is going to be a little different than my other books. Those of you that write YA - is your approach different than if it was general fiction.