"In F. Scott Fitzgerald's The Great Gatsby, the eponymous host is famous for throwing fabulous parties at his mansion on East Egg, Long Island. Gatsby has created a mystique for himself because the parties are always full of strangers. They're incredibly fun and exciting, the food, the music, the drinks, the scenery, the people; none of the guests, however, ever get to meet Gatsby. No one even knows who Gatsby is.
This reminds me a lot of how many brands operate on the web. Create an incredible micro-site, tons of people visit it and have a great time. …And then they go away and never come back. The same goes for stunts in social spaces like Facebook or MySpace. Do a big promotion, get lots of fans, and then disappear without ever actually meeting anyone."
"Get ready to take control of your twitterstream. twalala is a client for Twitter that allows you to control what you see, and more importantly, what you don't see in your twitterstream.
Using twalala, you can filter tweets out of your stream by keywords and phrases or mute individuals who get a bit too chatty. Finally, Twitter with a mute button."