On March 16, 2012, Steve Myers posted an article to Poynter about the New York Times and its potential search outside of the realm of journalism for the esteemed paper’s next social media editor. This search is necessary because the current social media editor at the Times, Liz Heron, left her position with the paper.

One quote from the paper hits home a point that a lot of journalists simply aren’t understanding. “There’s a difference between running a Twitter account and working on a social media strategy…knowing how to use social media to amplify the impact of your journalism.”

I follow some media outlets that use Twitter to simply post a list of links every single day. This is not engaging or effective. Twitter can be used to amplify stories and to communicate with the community. It should not be just another link machine.