Take a look at the example that she gives of how the tool works.It was linked to food reviews in according to Samantha
We’ve promoted our taste section, boosted our reputation for being the source of all food knowledge, published links to five old reviews that might now get some traffic and increased awareness of us as a brand providing a service to readers.
The problem though as I pointed out on the comments section is that
as twitter becomes more popular will the conversation become too loud.
This is what happened to Facebook etc and then it becomes a time consuming persuit to pick up the chatter