This summer, Twitter turned 10 years old. In this new age of technology, that is fully grown. Today, Twitter is one of the hottest forms of news dissemination, from presidential candidates to current presidents and movie stars.

Twitter has been criticized that it is no longer growing, or not growing fast enough, compared to other Social Media outlets. Yet, nearly 350,000 tweets—it’s bird logo’s name is Larry—are sent out every minute. And Justin Bieber has more followers than the population of Spain. Katy Perry is approaching 100 million followers.

There are plenty of stars on the top 100 Twitter followers list from Lady Gaga to Jimmy Fallon. But it is the 39.5 million following CNN that is trending on my wonder board. Twitter is a great news medium. This was made apparent by Donald Trump’s use of the medium—many traditional media reporters would turn a Trump tweet into a full fledge news story, filling some of the insatiable news hole.

Leveraging Twitter is nothing new: Politicians have used TV, big data and social media to win elections. Understanding the nuances of each medium is the key to success. A campaign that works on TV may not translate to Twitter. To be effective you have to be a little outrageous, like Katy Perry, Justin Bieber or Lady Gaga (or Donald Trump). The shock and awe of the statements seem to get more retweets, shares and coverage from the traditional press.

You can call it all social media, but each medium has a voice and a use. It may take 10 years to learn how to use it, but once you find the groove, your messages can take wing with Larry and fly.