Firstly, and always, use restraint. People's shilldars go right up if you try to jam it in there, so be careful about it. Hell, be reluctant, like you don't want to mention it but you think they might maybe find it interesting. And only cause it's just sooo relevant to the conversation.
Check out vidya devs shilling in webm threads and compare the effective ones vs the ineffective ones and take notes.