#NPCTweets its way through @PressClubDC Twitter class #norobots

Recent visitors to the National Press Club may have been wondering which VIP was in the halls given dozens of journalists roaming the Club and Tweeting pictures and posts.

For the nearly 90 media professionals, from correspondents to communicators, the posts were the main attraction. They were on assignment for "Taking Twitter to the Next Level," a class held at the Club on Feb. 6.

Hosted by the NPC National Journalism Institute's Professional Development Committee, the session offered hands-on tips and techniques for leveraging the social media platform in today's news environment.

Instructor Mark Luckie (@marksluckie), Twitter's creative content manager for journalism, offered ways not just to promote the news but to find it. The service has evolved in recent years to be one where people are documenting everything happening around them as it happens in photos and 140-character posts. One example: one user's selfie next to a small, downed aircraft.

"That's people's first instinct now," Luckie said.

With more than 500 million tweets being posted each day, it can be hard to spot emerging or breaking stories. But Luckie, a multimedia journalist with experience in a wide range of traditional and multi-platform newsrooms, showed attendees how to narrow down their news focus.

Reporters and editors can monitor trending topics as well as do their own searches. He showed users how to search by zip code, cities, through a map and by topic.

Hashtags can also help. Following certain newsmakers is also key as more people break news on Twitter.

"They're using it as a way to circumvent the press process," Luckie said.

Luckie also encouraged journalists to utilize Twitter to build sources as well as their own brand.

Writers should make their posts conversational and visual, adding pictures and graphics. Biographical information on their profile should also be accurate - "Think of it like a business card" - but also interesting, accompanied by compelling profile photos that offer a glimpse of the user's personality.

Posts should also be conversational, not robotic, and cover a range of topics. For instance, Luckie adds posts about food to offer readers another side of himself.

"There's always something more you can do," he said. "Make sure you are communicating a sense of self."

The worst thing a journalist can do on Twitter? Regurgitate posts with just a story headline and link, Luckie said.

For public relations professionals, Luckie also suggested letting personality shine. Organizations should gather with their social media team and decide what the voice of the group should be online.

Tweets that offer some sort of call to action can energize a brand, but only with true engagement by responding to users, he said. Communicators should also use the site's analytic tools to monitor the response to their posts, Luckie added.

Luckie put attendees to the test, sending them on assignment throughout the Club to take photos, posting them and other comments with the #NPCTweets hashtag.

For both journalists and media types, Luckie also urged some caution.

"There are no rules on Twitter. You can do what you want," he said.

But beware.

"Report the news, don't be the news," he added, suggesting that journalists and media professionals steer clear of arguments and "subtweeting" -- posting comments about other users without using their "@" user handle.

The service also allows parody accounts and only verifies users who are politicians, celebrities, journalists or others in the public spotlight, he warned.