"When I first joined Twitter, I felt like I was in a noisy bar where everyone was shouting and nobody was listening.
Soon, I began to decode its many mysteries: how to find a flock of followers, how to talk to them in a medium that blasts to lots of people at once and how to be witty in very tiny doses...
Twitter is useful precisely because so many people are talking about different things at once. When he was president of Sling Media, for instance, Jason Hirschhorn constantly monitored the keyword "sling" on Twitter. "It's an up-to-the minute temperature of what people are saying about your brand," he said. He left the consumer electronics company last month."