Getting into social media marketing

So I haven't posted since October when I joined Japantourist.jp. When the site launched on November 4th I was just a simple partner trying to learn the ropes of a new industry. Before long I got involved with social media marketing of the site and dove head first into a field. 

In university I had taken one marketing class and liked it. I had also helped my girlfriend with some of her marketing projects. Though I had done journalism and taught myself HTML, living in a rural community in the mountains of Japan had left me disconnected with much of the ex-pat community and made me relaxed in my skill set. 

"Time to study up!" 

With only access to the web I started sitting in on webinars, reading eBooks and blogs and looking in on LinkedIn groups. But as a hands-on learner, the best approach was to just try everything and be creative. 

Everything I read deals with either B2B or B2C models but Japantourist doesn't fit either. In fact it includes but both.
- Regular content is for consumers.
- Services are for businesses.

How do you promote Japan as a tourism information site to travelers and services to Japanese businesses?

The challenge begins.