Newsmakers can take advantage of social networking sites to get publicity. Reporters research blogs, Twitter, Facebook, LinkedIn and others to get story ideas and spot trends. Sometimes a short message such as, “I’m going to be on CNN tomorrow” will help a reporter realize that you have a message for her outlet, too. In fact, I saw an entry like that from a friend on Facebook and didn't even know he had expertise on the timely topic. When I found out, I scheduled him on my morning talk show.

Here are some tips:

1. Keep in mind that what you’re writing is fair game for a reporter. Would you want to be interviewed on your notes and tweets?

2. Consider establishing two accounts--a personal and a professional account. Only the food critics care what you had for lunch.

3. Watch the abbreviations. Although journalists can translate the acronyms, they are trained and drilled in grammar, spelling and punctuation. So an entry too challenging to read may have them glazing over your content.

4. Offer solid content—not just personal observations. Be helpful and become recognized as a resource.