PR-firm Edelman has developed a new tool that measures an individual's importance or "gravitas" on Twitter using metrics that go beyond a mere tally of followers. The tool, Tweetlevel, joins a growing number of third party data mining and analysis tools developed to tease out user trends and influence on the popular microblogging site. Importance and Trust Tweetlevel does take into account how many people are following a Twitter user. That number, though, is not themost important attribute the tool weighs, Instead, it places greater weight on what the tweeter says (importance), whether he or she actively participates within the community, and whether people believe what he or she is saying (trust). Each score is rated on a 100-point scale. - Marc Baumann