Don’t spend 140 characters teasing a subject on Twitter and then 140 paragraphs before you get to the point when the viewer clicks your link.
I’ve been seeing a lot of links to bloated writing lately. Stop!
Don’t tell jokes, anecdotes, unrelated opinions, etc. before getting to the point. Keep it short and direct to the subject or you’ll loose your viewer.
Make your point first, then you can expand on the subject with the other stuff.