The USGS is now using Twitter to gather real-time information about potential earthquakes.

http://recovery.doi.gov/press/us-geological-survey-twitter-earthquake-detector-ted/

I can't think of a direct application to Clorox, but I think it's an interesting non-obvious application of Twitter.

Then again, maybe Twitter is a broader way of collecting intelligence, be it earthquake or consumer data. Instead of waiting for consumers to call our product hotline, what if we could search Facebook updates and Tweets to see what consumers are saying about their product? A lot of companies are already doing this via their Twitter accounts, but I think mining the data takes it one step further.