In a pre-Internet world, our best communications tool was the equivalent of a bullhorn. We would pull it out and talk to 1,000 people at a time -- even though we knew only 50 of those people cared about what we had to say.
It was easy when we could walk into our boss's office and say, "I talked to 1,000 people today." It didn't matter that 950 of those people were completely irrelevant to our organization.
Part of your job as a communicator (especially at a small organization) is to explain to management that you have to let those 950 people walk away. Most of them were never going to buy your product, or donate to your organization in the first place.
Instead, you can use the Internet to focus your resources on the 50 people who are already connected to you. It's far more efficient, because 50 friends of your organization can do a better job of spreading the word about you in your community than your single bullhorn.
I help clients use new media to better engage the people they most want to reach. This blog is about all the kinds of things I work on, but it's my personal blog, not an official Learfield one.