You can rig the social media game in your favor to beat that 0.1%. For Facebook you can target people based on e-mail address or cell phone number. So, if you have a bunch of highly targeted / qualified e-mail addresses and cell phones (say old leads or old deals) it's a great and dirt cheap supplement to direct mail and cold calling. Google will be rolling out this same functionality. Except you can only target based on e-mail. But you can target folks across all Google services.