* Old news is no news: Twitter emphasizes real-time information, so information rapidly gets stale. Followers quickly get bored of even relatively fresh links seen multiple times. * Contribute to the story: To keep people interested, add an opinion, a pertinent fact or otherwise add to the conversation before hitting "send" on a retweet. * Keep it short: Twitter limits tweets to 140 characters, but followers still appreciate conciseness. Using as few characters as possible also leaves room for longer, more satisfying comments on retweets. * Limit Twitter-specific syntax: Overuse of #hashtags, @mentions and abbreviations makes tweets hard to read. But some syntax is helpful; if posing a question, adding a hashtag helps everyone follow along. * Keep it to yourself: The clichéd "sandwich" tweets about pedestrian, personal details were largely disliked. Reviewers reserved a special hatred for Foursquare location check-ins. * Provide context: Tweets that are too short leave readers unable to understand their meaning. Simply linking to a blog or photo, without giving readers a reason to click on it, was described as "lame." * Don't whine: Negative sentiments and complaints were disliked. * Be a tease: News or professional organizations that want readers to click on their links need to hook the reader, not give away all of the news in the tweet itself.

Online... People scan first, THEN read. If people are viewing your site on a mobile, they may not want to "pinch" and scroll if the content is hard to read. Tip #1: Write short, tight paragraphs Tip #2: Use bullet points - bullet points are your friends Tip #3: Sub-headlines are great for SEO - and readers!

"a variety of articles on some sticky web subjects that might just help you make your point. Send your client to one of our topic pages for a quick intro, some links and a wee nudge in the right direction"