Perhaps important could mean an opportunity or threat to business revenue?<p>Anecdotally I&#x27;ve seen cases where companies can win business by simply listening to people asking questions on Twitter (e.g. Visiting Dublin in April, any recommendations on where to stay?)<p>I&#x27;ve wondered of the value of floating something into the either in Twitter Vs a direct email, possibly users hope for increased visibility and 1 to many reaction? and businesses have an opportunity for discovery that wouldn&#x27;t exist if the user didn&#x27;t send an email directly to them.<p>Certain industries have embraced it (airlines lead the way), if your customer is there and talking about your business&#x2F;market then you need to be there too, or at least aware (in my opinion).