More and more companies are starting to realize that Twitter is an excellent (and free!) way for them to monitor how people (or, to be more precise, a particular sub-section of people) feel and converse about their brand, company or product. With folks pouring out their minds and thoughts in 140-character bursts, a great deal of discussion circulates around products and services, and companies are waking up to the fact that these tweets aren't only relevant, they're super-relevant due to the fact that other consumers can read (and be affected by) them.

It's important, then, for...