After completing this chapter you should be able to

• Explain the key differences among blogs, social media websites and Twitter as tools for reaching your audience
• Describe the elements of a good blog post, including immediacy, size and tone
• Evaluate a tweet for accuracy, clarity and appropriateness
• Outline the various reasons to include links within a piece of Web copy
• Discuss the positive and negative aspects of reader comments and how best to deal with them on your site
• Understand potential disasters associated with social media and the ways in which you can avoid them