They’ll affirm that someone should be running a Google alert on the Sonoma Grille name, searching for RTs of that initial tweet in TweetDeck, and analyzing their Google Analytics to ensure that sufficient traffic is inbound from that tweet. They’d also need to compare the equivalent “free press” generated by that tweet with the cost of running an ad that would have reached the same number of potential customers.

Of course, those people are no fun at parties.