Senh: It's a good read on how to use Twitter to track news that you care about or market your brand. Lots of hashtags.
Senh: Unless those media mentions can convert more people to using twitter, it's kind of a useless metric. It just means that Twitter's marketing department is doing a good job. Also, because writers tend to solicit users to follow them on Twitter, it makes it a more natural medium for them to use.