This article by Jennifer Howard from The Chronicle on May 6, 2012, discusses how Heather Piwowar (University of British Columbia) helped negotiate a deal with Elsevier to experiment with text mining of its journals. It all started with a tweet:

High-profile scholarly boycotts aren’t the only way to get a big publisher’s attention. Sometimes all it takes is a tweet. Not long ago, Heather A. Piwowar, a postdoctoral researcher at the University of British Columbia, found herself on the phone with six high-level employees of the science-publishing giant Elsevier.

For more information, read the article on the Chronicle’s website (subscription required).  Also, you can check out Heather’s Twitter feed @researchremix or her blog at http://researchremix.wordpress.com/.

UPDATE 05-09-2012
Comment from Jennifer Howard: Thanks very much for noting the article. Anyone who doesn’t have a CHE subscription: Drop me an email at jennifer DOT howard AT chronicle DOT com and I’ll send you the story.