It’s comical to watch guys who have been big names in steam media trying to catch on to online media — and getting the tone completely wrong, as with Yawnsley here. They just don’t get it. Irony, elusiveness and understatement are what works here. I know another really good print journalist who sometimes ventures onto Twitter. But he never links to anything he’s written or finds interesting. I’m fond of him and challenged him gently about it when we met at a conference. “Why don’t you link to stuff?”, I said. He looked sheepishly at me. “Because I don’t know how to do it,” he replied. I offered to help, but he hasn’t come back to me. Sigh.