By running each tweet through the various APIs, the company would easily be able to create a repository of whether the general public’s sentiment was positive or negative. They would also be able to pull out phrases in the tweets to get context around why people are mentioning them. A word cloud could be built with those terms. It would be an easy matter to determine the language people are tweeting in, again building context. And finally, with named entity recognition, the company could build up a repository of other things they are mentioned along with. Such as if tweets always mention the company with another company or holiday.