Sarah Perez does a great job uncovering the issues and delving deep into the behavioral trend that typifies this elusive demographic in her article titled: Why Gen Y Is Going to Change the Web
To me, it’s difficult to imagine how to reach an audience with an important message in 144 characters or less (a la Twitter). However, with a link, a tweet can be treated just like an AdWords ad with a landing page.
It’s a lot like the headline->deck copy->subhead->body copy “hook and entice” practice that’s dominated journalism and direct mail for decades. Some people refer to it as the “bucket brigade” method. Same general idea – hook, press on, hook again. Movies work this way, too. Those in the biz say you need a new hook (intense drama, action, comedy, intrigue) every 5 minutes or so. I read somewhere recently that screenplay teachers instruct their students to watch the Lethal Weapon movies to understand the concept in action (literally). I think I read this in either John Forde’s newsletter or Psychotactics (Sean D’Souza).