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"A columnist must be quick and nimble with various platforms, such as Facebook or Twitter (and all those other platforms you've been avoiding) in order to promote a message with power and reach.  What is your genre of column writing? Pick a niche and own it and use social media to raise your presence to a higher level. Although excellent writing will always be the star of the show, on-line competition requires journalists to set themselves apart. "Create value to a column with reporting," Avlon said. Facts, studies, quotes from experts, new angles and research will add to a columnist's reputation as a go-to resource.  Although reporting is vital, capturing the emotion of an issue creates universal resonance.  Avlon said, "Storytelling with compassion cuts across ideologies." To craft a standout blog or column, Avlon offered these elements: A strong point of view Expertise Research A compelling read"