They apparently are becoming more aware of how to get their message out.

Doesn't take them long with counter assault.
Have an idea, will pm you.

What perplexes me about this "social media" is the timing of the tweets. A vast majority are done between the hours of 8 am and 5 pm. What are these people doing that they have time to read and tweet during working hours? Are they not at work? Evidently not.

People like me work from 8 am to 5 pm, sometimes six days a week. We do not have time to monitor Facebook, Hot Air, Daily Kos, or any other "social media" site. And when we get home, we just want to relax, talk to the spouse, tell the kids to clean their rooms, and watch a little TV before going to sleep. The last thing we want to do is log on a "social media" site. Sometimes we read the news but mostly just absorb the headlines.

So just what are the tweeters doing while I am slaving my posterior off?

Those tweeters and social media are the lefts network of posters. Many of them have multiple tweet acct's and user names. Make a few look like many. They do not work but are a team setup for monitoring and posting.
That is how the Komen foundation got slammed so quickly.