The Social Whirlpool: How do I keep from drowning?

With so many social media platforms on the web, how in the heck do you pick your poison?  In a marketing meeting yesterday, we drew a ton of circles on a white board to map out our strategy, and plot where we are today, and where we want to go from a Social Media perspective.  I keep coming back to several core themes that will influence where we focus:

1. Marketing is a dynamic beast, and you need to go with the flow.  New feature out?  Create a YouTube video.  Trade Show on the horizon, twitter your heart out to drive traffic to your booth.  Just established a partnership, leverage LinkedIn to insure the industry and other partners are aware.  I 
2. Use Social Media Synergy to create a Social Web.  Sending out a press release on a new feature?  Coordinate the deployment of a video, landing page and postings to drive interest and generate leads.  
3. Don't drown in the Social Whirlpool.  Choose your poison.  Is it really necessary to use all platforms at all times for everything?   Choose pertinent platforms for your business and strategy, and focus on quality information on those apps.
4. Careful of the "Noise" factor.  I see it all the time on twitter where folks have automated technology to help them get their job done.  They do a BLOG post, and it auto-updates their twitter feed, with no has tags, and sometimes with replicated tweets.  Overdoing social media can lead to your company becoming ignored noise.