You can't just join social sites, start posting incessantly, and expect anything good to happen. I mean, we built up @TweetSmarter on Twitter to get more retwe

You can't just join social sites, start posting incessantly, and expect anything good to happen. I mean, we built up @TweetSmarter on Twitter to get more retweets than @NYTimes and it took a LOT of time—years of providing Twitter tech support and building up a reputation. Now, however, it's true that anything we talk about gets noticed. But it's the tip of the iceberg.