I hate to break it to you people, but you're giving the op some pretty lame answers.
FACEBOOK is the top dog. And the only secret to marketing effectively on FB and other social media networks is two things: You have to give a shit, and you can't be using "CLICK HERE BUY NOW" old world tactics. This does not work with social media marketing. Selling does nothing. You must engage.
The fact that you're even questioning whether or not to use Facebook means you have a long way to go, and maybe need to take a few steps back and build your foundation first. But to answer your initial question, YES Facebook is one the most viable and direct ways to reach your exact audience, provide them with a great experience, and watch them tell everyone they know.
It's a beautiful thing.