That service is used by publishers to understand what topics are trending, and by companies to do real-time social media monitoring and brand tracking.
One floor down from Mr Prewitt's office, somewhere at the end of a maze of grimy corridors, new carpets and computers have been installed for the comfort and convenience of a brand-new Census Monitoring Board.
Mr. McIntyre says the company is now more vigilant in monitoring how consumers talk about its brand on social media, tries to be quicker in its response and has instituted a social-media code of conduct for employees.
If your brand today does not have a robust social-media monitoring framework, you should first ensure you understand the conversations around your products and services, and understand where they take place and who drives them.