Twitter bonus...

The great hidden bonus to using Twitter as one of many channels of communication is that it focuses the mind on abbreviating the message to its core.  The more brief the message, the clearer to message can be.

You need to get attention, fill a need, and urge a specific action, and do it in 140 characters or less, probably a good bit less for maximum results.

This is a medium which is ripe with possibility for research.