Keep the Concept New

Just a little tidbit I recently was able to lay out in a semi-succint fashion:

Allow the new concepts that come into your online marketing mix to remain that way. In other words let it be an entity unto itself, don't try to hammer it into an existing concept that you already have in the mix.

So if you decide twitter is right for your company, actively engage in the twitter community and create relationships with your audience using that vehicle, but don't try to take your email strategy and just apply it to twitter.

If you are just getting into email but have been doing direct mail for a long time, don't just move your DM creatives, lists and strategies to email, apply those DM learnings to the new channel, but allow email to be its own entity.

By doing this you will be able to more easily spot what the new concept is and isn't good for. You will be able to troubleshoot and otherwise leverage both old and new better.