Here's some advice learned by many companies who start to use online marketing and social media.

> Too much irrelevant information is not a good thing.

"I have 5,000 followers on Twitter." Great, but how many are relevant to your business? If the answer is 500 then catapult the other 4,500 and focus on who and what is important to them/you.

> Don't buy direct mail lists. Build your own by offering relevant and useful information your key audience can use.

> Don't count on anything mass communications that uses a shotgun approach. Use a sling shot or rifle approach.

Remeber, a bird in the hand is better than two in the bush, or 4,500.