This reminds me of that post by the ex-Facebook manager, who said that tools are top priority. This article really brings it home for me.<p>However, despite their purported effectiveness as engineers, I'm not sure what Backtype is really doing. I generally see them just below an article, in place of comments, with a long list of useless tweets referring to the article (usually of the form "article title - bit.ly/shortened". That's probably not doing them too much good for marketing, unless you think any publicity is good publicity.