Michael Roston of the New York Times social media staff discusses some lessons learned, many of which boil down to "less is more." For example, Roston writes, the team of Times tweeters often tries different approaches to attracting readers from social media, "but there are also a significant number of instances where we shouldn’t try too hard to write a great tweet when other skilled journalists in our newsroom have already written one in the form of a headline."
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