Whenever someone asks me which is more important, Twitter or Facebook, or maybe they should finally do an email newsletter?… I respond with "There are two ways to answer that question."

The long-term strategic answer is "Go where your best customers/prospects are." However, the short-term, practical answer is "Do what you can get done reliably." Any communication that never gets sent out because you never feel like doing it… is worthless. Don't say you'll do it, then don't.

Blue Penguin Development: The Unwritten Rule of E-Newsletters, 2011-Aug-10, by Michael Katz

Quick story: A few years ago I joined a health club for the first time. I was just getting over knee surgery and the doctor told me to start using an “elliptical” machine. But when I got to the gym I noticed that there were three different types of ellipticals and I wasn’t sure where to start. So I asked the guy behind the desk, “Which machine is the most effective?” 

His simple reply? “Whichever one you’ll stay on the longest.”  As he explained, it’s not really about slight differences in efficiency; it’s about finding a machine that you prefer and are therefore more likely to commit to over the long term. 

It’s the same with marketing. Whether we’re talking about newsletters, social media, public speaking, networking, or whatever, the goal is not participation – it’s results. And if you hate and/or stink at the process, you won’t experience much of either.