And the campaigners in the trees go tweet, tweet, tweet

It's certainly been Twitter's week - between Jan Moir, the Holborn Hitman and Trafigura (or, as it may want to change its name to capitalise on its new brand awareness, #trafigura) a few basic principles have been hammered home pretty clearly: strong, emotionally involving content can proliferate very quickly across Twitter. You need a source - 140 characters isn't enough to explain and motivate a cause. So, start with a news story, or a blog post, or an article, and use Twitter to provide the snowball rolling between points - updates, comments, campaigns. Pushing onto trending topics raises profile, but it's a call to investigate, not a story. And once the celebs get involved, get ready for a lot of repetitive retweeting.

Also that our greatest weapons in the fight against homophobia are misogyny and fat gags, which may be a cause for minor concern.