To be honest, I don't think there's a specific guide, just do what feels natural? Share it though the platforms you feel comfortable with and with communities who might be interested in it (Instagram, Tumblr, Twitter, etc).
Update on a regular basis. Being active in the community is also not a bad way to make friends (people around here are so friendly!)
It's a bit like Donald Trump's campaign - the more people see of you on the media, the more popular you become, I guess.
I don't do much to promote my work - I share sketches on tumblr and instagram. I don't want to use facebook and twitter is a bit too confusing for me. I was primary a reader here, so I enjoy looking though new comics, which might be the reason I have any followers whatsoever. But I see different creators like @AnnaLandin, who are active at lots of places and update regularly (I think I follow her everywhere ^^;) and it makes a really good impression. Creating a buzz and then maintaining it is a full time job.
Anyway, there are many other, creative ways to promote your work - though giveaways, real life exhibitions, etc. Just do whatever feel right/good.