There were more than 7000 tweets posted during the two days of LeWeb, no way anyone can read them quickly. We need filtering and search by authority. We’re not equal on Twitter, as we’re not equal on blogs and on the web. I am not saying someone who has more followers than yourself matters more, but what he says has a tendency to spread much faster. Comments about your brand or yourself coming from @techcrunch with 36000 followers are not equal than someone with 100 followers. Most people use Twitter with a few friends, but when someone who has thousands, if not tens of thousands of followers starts to speak, you have to pay attention.
Brands do pay attention and already start understanding the difference. We made the experiment with Ben Metcalfe. I started complaining that Sprint was not offering the new Blackberry (they still don’t, I want a BB Bold with worldwide unlimited data) on Twitter and minutes later a Sprint representative contacted me and offered me VIP customer service. I loved it. For the experiment, @dotben started also complaining about the same issue (and really would love a Bold too, it was true) but nothing happened for Ben. Why not? Sprint understood that I have nearly 10x the number of followers of Ben so I had to be answered immediately, even with my weird last name no one can pronounce. Ben has almost 2000 followers, I think Sprint should actually pay attention too.
What we need is search by authority in Twitter Search. Technorati had nailed it years ago by allowing searches filtered by number of links the blogger had. It would be very easy for Twitter to add an authority line in their search criteria, with the number of followers so that you can search for say, only people who have more than a thousand followers and see what they say. React as fast as you can for criticism from them. It is not a criteria for being smart or not, but clearly a criteria for how fast something can spread.