For example, I run an experimental Twitter account for Puffbox: it's just a Twitterfeed thing for blog posts specifically about the company. It only has a handful of subscribers, and I'm neither offended nor surprised. But it's ranking remarkably highly on Google searches for 'puffbox': at present, it's number #3, beneath two results for puffbox.com itself. Setting up a new Twitter account takes seconds; setting up a Twitterfeed something similar; and once it's up and running, that's job done.

Of course, a one-way Twitter account isn't going to win you many plaudits, or indeed many followers. But if it pushes your content up the appropriate search rankings, for zero cost and zero day-to-day (or even month-to-month) effort, surely it's worth doing? The choice of a sensible, search-term friendly username seems to be the most important factor; but don't forget to add meaningful 'personal' information to your profile, so people know where to go next.

As you might expect it's a curious mix of the web-friendly and the conservative (with a small, and probably also a large C). So you get rulings like these:

Increasingly, as the distinction between publishing the newspaper and producing the website fades, we will stop using such words as "yesterday" and "today" in copy except when necessary to avoid confusion or to promote exclusive stories.

On the internet the priority for any headline is to inform search engines (and therefore readers) what the article is about. Its language should therefore be concrete, not abstract, and contain full names.

We use imperial measures except where for accuracy's sake - as in some scientific or foreign story, or one detailing the calibre of armaments - metric is appropriate.

Bah. Just as you think the Telegraph is reinventing itself and its journalism for the imminent future, it drags you crashing back to pre-decimalisation days.

The death of 'today' is well judged, though. I'm seeing too many (government) press releases with eager press officers falling back on the old rule of getting the word 'today' in the first sentence, to make it seem more urgent. I'm not sure it ever worked; now it's positively counter-productive.