fabulousyarn - 3:48 pm on Aug 27, 2010 (gmt 0)
I think for me the only reason to use it is to:
keep track of any 'bad' conversations going on about my brand
keep track of any 'good' converstions going on about my brand
keep track of activity of my competitors.
Of course, I have lots of other tools to do this too, but it is interesting.