Michael Roston is a staff editor for social media at The New York Times: “On a daily basis we publish many articles that need an alternative approach to attract readers that might come to us from social media. But there are also a significant number of instances where we shouldn’t try too hard to write a great tweet when other skilled journalists in our newsroom have already written one in the form of a headline. We’ve learned that lesson on our team, and also work to communicate it to desks around the newsroom that are more actively staffing their own Twitter accounts…At the Times, we have a different set of rules for photography on social media. The two that are most important: images directly uploaded to Twitter must credit the photographer, and not all images used on NYTimes.com can be uploaded to social media because of rights issues. Fortunately, Times staff photographers and contracted freelancers produce a steady supply of imagery on a daily basis that is paired with our reporting online and can help make our Twitter accounts more engaging.”