A shotgun shell can achieve anything from lightly peppering a clay target at close range to taking down a deer at 35 yards. And that huge variance in capability can all come out the business end of a single gun. That's because you can precisely tailor what's inside a shell to your specific needs. Here's how.
This is something that has always been obvious to me, but it's nice to see some actual data on it: if you want to get a higher chance of retweets, your tweet's length should be 71 to 100 characters.