If you land one of the major online auditoriums, the host will publicize your appearance with announcements on the log-in screen. Forum hosts and website administrators also will announce your appearance. Sometimes the promotion is weak or non-existent and you have to do it yourself. You can announce your own appearance with postings in appropriate discussion groups. You can also post announcements on Usenet news groups and Internet mailing lists.
People can be touchy about such announcements.
One successful technique for reducing flames is to offer to send transcripts to anyone who can't attend. This is good netiquette and broadens the reach of your appearance. When your moment in the spotlight comes, relax and enjoy yourself. Keep your answers short and remind people that there is a book behind the appearance that contains greater detail. If someone is pestering you, invite them to continue the discussion through e-mail after the chat.