We have to be ourselves in social media. What does it mean to be the Economist on social media? I think a lot of what is characteristic of the Economist, its brevity and analysis, works very well actually. A very small number of articles, including the cover leader, are in front of the paywall [but] we tweet a huge number of articles.
It’s a subtle point, missed by too many titles whose social media presence is painfully generic. It’s social media, and you need to find a register, a tone, that suits your title online.
(In this instance, it might be a case of rediscovering it – Mark Johnson did good work with it, back when he was their community editor.)