Quiet recently, a car dealer from New Jersey/USA decided to follow me on Twitter. While that's nice, I also thought that it was kind of strange. After all my profile clearly states that my location is Munich/Germany. What does the dealer expect me to do? Board a plane and cross the Atlantic for a test drive? I tweeted about this experience. One of the results is that I'm now also being followed by a car dealer in California. I wonder what will be next.

Technology and tools are great to gather data, but do yourself a big favor and analyze the data before you use it. Otherwise you'll be perceived as an unprofessional marketer sooner or later with negative consequences for your sales and the reputation of the brand that you represent.

Would both dealers even dream about placing an ad in a Munich newspaper? Of course not.