coComment and the importance of micro-content and online conversations

As conversations are moving online, tools like coComment enable you to track micro- content, or content/comments in response to blog posts and media articles.  Within these millions of conversations, there are important lessons to be learned by companies and brands alike.  How can companies benefit from this global "focus group" – why is this important - what benefits are there for consumers and companies alike – how are our tastes changing due to this opening to global opinions.