The solution he sees is not editing, but social controls of the sort found in Twitter and Facebook, built on “real identities and control of relationships&# : “The result is better discourse. don’t find Twitter or Facebook littered with fools and nastiness and when I do stumble upon them, I unfollow; when they occasionally spit on me, I block (if only I could instead give them their meds).&#. Earlier this month, after writing his final column for Inc. magazine, Joel Spolsky blogged about his experience in the magazine world. look back on those Inc. Comments, anyone?

An editor who sends out nothing but promotional tweets, for instance, may engage extensively with readers through blog comments or through a Facebook page. As with other business-to-business content creators these days, there are few trade press editors who don’t have—and at least occasionally use—a Twitter account. The obvious promotional benefits of this social media tool have led most trade publishers to insist, rightly, that their editors use it. But how many use Twitter not just for promotion, but for its most valuable benefit, social engagement? found seven who met this standard.