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I manage an advocacy organization. I post breaking news on twitter that my members AND the local press would be interested in. In the last two weeks I have broken three news stories the were followed by the press and turned into articles. 140 characters beats a one page press release in terms of my time and the reporters' time. You just have to be judicious about what you post. I find it much less cluttered than my facebook updates, although my tweets go to my facebook page as well.
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