5. Experiment! - In most cases, success comes after some time is spent playing around
with a particular medium to find out what works. So, if your first couple of Tweets don't seem to be getting the desired effect, don't give up! Try something new and pay close attention to the results. Social media are still very new. It will take a while to get it just right. A good example comes from The National Wildlife Federation. They used digg.com to increase internet traffic to their website. They posted several different kinds of stories before they found the "sweet spot" and knew what kinds of stories would be voted up. 10 Extraordinary Animal Tactics for Surviving the Cold, for example, made it onto the digg.com homepage and drove 29,000 views to the NWF blog in one day.