[throwaway25239]

It's the second one.

Most of my previous traffic was from direct searches for the name of the software, so I think I'll try the social media approach - thanks!

[hayksaakian]

Sounds good, good luck. Assuming your name is relatively unique then this should be something that resolves within 4-6 weeks. If it takes longer you might need to do some high profile PR to get the name out there and linked to the right place.