For example, setting up a username makes monitoring buzz on Twitter much easier. "Setting up a persistent query for 'blogger'
yielded far too many hits per minute to be worthwhile... weeding through all of them to find the few that were specifically about big-B Blogger would take all day," he writes. "Searching for
'@blogger,' by contrast, is much easier and more effective."
Also: "Negative feedback and user frustration are part of the cost of admission: Not everyone is going to be thrilled with everything we do, and we needed to be comfortable with surfacing that frustration once we got active on Twitter."