"You can’t expect supporters to dive into your website, newsletter or other written materials unless you entice them with pithy, pointed or engaging subject lines, headlines, tweets and status updates. Th ese bits of text, whether a few words or a few short sentences, are sometimes called microcon ... tent, a term coined by Jakob Nielsen, who in a 1998 article referred to Introduction Getting the Words Right microcontent as 'short content that needs to be immediately clear and inviting to a reader, and which still make sense when removed from its original context' (when it appears as a snippet in search results, for example)." (Introduction) more