Listening is also an important part of using Twitter

Jacqui Cheng wrote a blog post in which she posits:

Twitter may be gaining new users at the speed of light, but more than half of those users aren’t actively participating in the service. With no tweets, no followers, and no one to follow, do those users even count?

Some brands/companies don’t tweet and don’t follow, but they are probably searching, compiling and engaging behind the scenes.

The best twitterstorm is one that doesn’t gather enough clout to bring you to have to act in a public way. We will probably never see the number of mesocyclones that never become tornados because a brand was listening.