Twitter Kvetching Vs. Blogging

So I was asking Clay Shirky about any new trends he found interesting and he mentioned Twitter kvetching about brands or businesses. He talked about it as the digital water cooler and said that what’s different about writing a tweet about, oh Entourage crashing AGAIN, and blogging is that you can just toss off a remark rather than having to actually do a whole thought out post about the subject. Ok. And his words were better than mine: “Who wants to post in their blog about a machine crashing — so whiny.”

What I am wondering is if companies are noticing a difference and are reacting differently. Kvetching can quickly snowball, I imagine. Has anyone run across good examples of how that has happened and how companies reacted?

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