Perhaps important could mean an opportunity or threat to business revenue? Anecdotally I've seen cases where companies can win business by simply listening to

Perhaps important could mean an opportunity or threat to business revenue? Anecdotally I'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?) I'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't exist if the user didn't send an email directly to them. Certain industries have embraced it (airlines lead the way), if your customer is there and talking about your business/market then you need to be there too, or at least aware (in my opinion).