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Part of my interest in this turn to Twitter comes from disappointment with most university press blogs, which often seem more like PR vehicles than genuine blogs with discussion, disagreement, expressions of real enthusiasm or curiosity or whatever. Reading very many of them at one sitting feels like attending a banquet where you are served salt-free soda crackers and caffeine-free Mountain Dew that's gone flat.By contrast, university-press publicists seem more inclined to experiment and to follow tangents with Twitter than they do on their own official websites. They link to material they have posted at the press’s blog, of course – but also to news and commentary that may be only obliquely related to the books in their catalog. It’s as if they escape from beneath the institutional superego long enough to get into the spirit of blogging, proper.

The range and the interest of Duke's tweets make its presence exemplary, in my opinion. Between drafting and rewriting this column, for example, I followed Duke's tweets to a newspaper article about whether or not English was approaching one million words, a blog post about rock songs cued to Joyce's Ulysses, and the Twitter feed of Duke author Negar Mottahedeh, who has been posting about events in Iran.

She then makes a point that bears stressing given how often university-press blogs tend to be coated in institutional gray: “I think that any kind of social networking needs to have a personality tied to it in order for it to be successful. Also, I think you really need to participate in the media in order for it to be successful. We ask people for questions and opinions, offer giveaways sometimes. My main goal is to try to get people talking -- either with me or with each other about our books and authors.... You can't just provide information or news feeds to reviews and articles about your books. Involving the Press in what is going, contributing to the various discussions, and asking (and answering) questions is really the way to grow your following.”

what school requires students to do -- think abstractly -- is in fact not something our brains are designed to be good at or to enjoy

it is critical that the task be just difficult enough to hold our interest but not so difficult that we give up in frustration. When this balance is struck, it is actually pleasurable to focus the mind for long periods of time

Students are ready to understand knowledge but not create it. For most, that is enough. Attempting a great leap forward is likely to fail.