Experts tell us time and again that to expand our social media importance we should be blogging and tweeting about stuff that would not only be interesting to others but useful to them to. The idea is that they'll be drawn to you as a source of information.

In practice there are few bloggers and tweeters who do this. Most of the time they are parroting what someone else has said or "information" that everyone looking to get published should aready know meaning that if you don't already know then you're not ready to publish.

On the other hand, there's a growing number of writers who've discovered they are just running with the pack, and they've changed course. Why? The whole idea is to stand out from the crowd, not blend in with it.

BLOGGING and TWEETING