You don’t “win” social media, you participate. You join the community which drives it and you serve that community and enrich it.
The currency of social media derives value from the contributions we all make to community. That currency has no central bank or IMF dictating its worth. You are not a dollar bill, you are a person and you have much to offer the communities you are part of.
Just tweeting a subject line and link from a blog (be a post by you or a post on another blog) is not always the most effective way to drive traffic to the post. If the subject line is really good, that can certainly be effective, but there are other options to get people’s attention …
Companies should understand that social networks may come and go, but people won’t stop being social online.