I recently wrote about using Facebook Events to promote something effectively.
It’s important to make your messages count. Your emails, Facebook “shares,” tweets, get diluted if you only change frequency instead of efficiency. If you’re like me, you can see this online everyday: getting invitations to events that are across the country or that you have no interest in, getting recommendations from people you don’t know, special offers on products that you’ve never purchased (and never will). Don’t bother bothering someone if they aren’t in your target audience.
Casting the net wider doesn’t guarantee that you’ll catch the fish you want, you just end up disturbing a lot of others in the process.