Twimera allows for discrete messages to be sent. A public Tweet or a message that your Facebook friends see can be made to contain a special message for specific people. As you can see in the second screen shot, my Facebook friends will see "It's a great day for a drive! [read in full on Twimera]", and when my wife clicks she sees "I called in sick! Let's go for a drive :)" while everyone else only sees the original message.