Social media marketing is all about the conversation. That is why Summize, a site that allows you to discover what millions of internet users think about zillions of products (so says their marketing materials) is so powerful. In many ways, Summize is the “Google” of product reviews and blogger opinions.

Now the company has added Twitter to the mix with their new Twitter Summize search.

This new tool makes it easy to keyword search Twitter for conversations. Its blazingly fast and configurable to filter by language.

The potential for this tool is absolutely amazing. The first immediate use I found for Summize was to use it to look for people talking about the topics I care most about, for the purpose of adding them to my friends list.

As a marketer I could see it being useful for keeping tabs on whats being said about my brand. It is also a great way to keep up with current news. Lets say I want to follow twitterers who are attending a certain event, like a baseball game.

Here is another search I did with Summize. The keyword this time was “apple store.” I wanted to find a good example of using the tool to look for sentiment on various products or services. I also applied the sentiment filter (set to negative) for my search. This is what I got:

Kind of funny how it assumes a sad or happy emoticon as a way to determine sentiment. Then again, thats what emoticons are for! So, I am glad at least one company found a clever way to deal with them. If you check the results, yep, those were negative sentiments!

Summize allows you to create RSS feeds of your search results, presumably so you could bring the output into some other type of format/application or as a way of automating your searches. I also really like how you can click the Reply function of any search result to communicate back through Twitter - a nice touch.

Definitely check out Summize as a tool for scanning Twitter conversations in real time.