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@SWMSTweet this week: Fortune’s themes, Klint Finley – journanalyst, get to know know Mass Relevance and more…

Fortune next year will do something that drastically affects PR people.

AdWeek wrote about it: bit.ly/qRvrUo

Fortune figured out that it sells more advertising when it offers theme issues... like "The Fortune 500" issue, for example... big and fat.

What's new with Twitter tools? There are already too many -- which provide the best payoff? What IS payoff, anyway? We walk you through a half-dozen scenarios and the outcomes you can expect. Did you know that the top re-Tweeters of marketing guru Seth Godin are born-again Christians? That's the kind of thing tools can tell you. We'll spotlight the ones that really work, and show you how.

Laurianne McLaughlin doesn't write as much as she used to but has gained influence, as home page editor at CIO.com and custodian of the virtualization and cloud computing "drill down" sections.

CIO is a tough nut to crack but less so if you've got some chops in social media and clients who can hook you up with front-line IT pros. Laurianne's biggest job: to differentiate CIO's coverage.

Can you help her?

Hello again and happy new year. Here's our take on 2011 CES coverage.

Planning a launch? The client expects big things. Probably too big. With a bit of imagination, you can deliver good results even when the usual suspects take a pass, but what constitutes success in today's media environment?

Sure as you're born, Facebook Places will come up in that meeting or conference call later today. You'll need to be cogent. What's your method?

For what it's worth, here's ours:

It's easy to follow an influencer on Twitter. But don't stop there. Who provides the biggest audience when others reply to that influencer or re-Tweet their material? Even better is to know who a given influencer replies to. That could lead you to entirely new influencers.

We sat down with CNET EIC Scott Ard this week...rather than send out an SWMS e-mail alert, we'll stream the juicy nuggets here on SWMSTweet. 10:15 AM Feb 12th

Former BusinessWeek.com editor-in-chief John A. Byrne today announced his new California-based start-up -- C-Change Media Inc.

From @SWMSTweet - Insight into the way some top journalists tweet: