On the Times social media desk, we work to maximize the impact of our journalism on Twitter. But we aren’t alone in this work. Our colleagues on copy desks around the newsroom are excellent wordsmiths. And we can often rely on their judgments that what makes good headlines in print or on NYTimes.com will also be powerful on Twitter.
On a daily basis we publish many articles that need an alternative approach to attract readers that might come to us from social media. But there are also a significant number of instances where we shouldn’t try too hard to write a great tweet when other skilled journalists in our newsroom have already written one in the form of a headline. We’ve learned that lesson on our team, and also work to communicate it to desks around the newsroom that are more actively staffing their own Twitter accounts.