One of the things you'll notice is the creation of "hashtags" like #AtlantaPolice, which is a shorthand way of saying "This is something worth talking about, and you ought to see what others are saying about it."
When Twitter encounters a word with a # in front of it, the site parses it as a search and links to it. So someone posting "#2011Champs" has just created a link to the search for "2011Champs" which enables you to follow the conversation more closely.
This subtle change in syntax has huge repercussions for social networks, because now a user isn't just shouting to his existing friends -- he's indicating that he wants to be part of a larger conversation. He is listening to others using that same Hashtag, and they are also more likely to discover his gripes.
For our purposes, we need to make sure we use appropriate Hashtags where possible, because it greatly expands the reach of our message.