[yosh]

> Even the editor of Bon Appetit wrote about it, How many other food trucks do you think she writes about? Major PR score!

That's probably more due to the fact that Kogi made the New York Times and the LA Times, than due to direct Twitter awareness. Kogi often has long lines now, but that pretty much started happening when it hit traditional media. The first time I went to Kogi was last December, before it hits NYTimes/LATimes, and there was no line.

Definitely Twitter helped them hit their early following, but it doesn't seem that a majority of their customers now use Twitter. Last few times I've been waiting in line for Kogi, most people I talked to around me got the word that the truck was there due to their website itself, or word of mouth from friends.

> I didn't follow balloon boy but I can picture the scenario that anyone interested could follow the balloon's path in real-time

You could have also followed it on CNN. It's funny that Balloon Boy is an example. That story was not broken on Twitter, but via traditional news channels, and all the Twitter chatter was based around updates from those same traditional news channels. Except if you tried to follow the story on Twitter, you'd have way more noise to filter through, as Twitter has a lot of redundant posts (Retweets don't add any value when you're searching).