Many - possibly most - journalists now see social media as a nuisance part of their job, where their employer requires them to tweet “teasers” of their story that will run on the evening newscast or in tomorrow’s daily paper.  That, however, is far from its most-effective use for the journalist - as, in today’s economy in which freelanced gigs are rapidly displacing jobs, it can be where you find work.
   Sure, you get gigs by your NPPA membership allowing you a “mini-resume” and a portfolio - and, of course, by Format’s easy portfolio development.  But Twitter and Facebook are far more effective than hoping that some editor or reporter needs a shooter in your area and looks for one in NPPA’s listings and portfolios.
   Here’s how it works: follow journalists on Twitter or “friend” them on Facebook - particularly ones at “national” dailies and newsmagazines; with any luck, some will follow or “friend” you back.  When a story possibly needing a shooter comes up, direct message one of these contacts, pitching an idea - and hopefully either get a gig, or it retweeted.  Hopefully at least, some of your Twitter followers will be at top-level publications - with lots of followers, both inside their publications and outside.
    Recently, this worked for me.  I pitched via Twitter direct message a top reporter on a story that might need a freelance shooter at their top-level daily - and she retweeted it to her far-larger Twitter following than I have, complete with a link to my portfolio, undoubtably including many not only at her daily - but also many others at many other dailies and other publications.