There's a reason that your channel's MO used to be an automated showing of the forecast accompanied by smooth jazz. It's the same reason that "talking about the weather" is relegated to banal small talk with strangers and coworkers you don't want to actually have relationships with.
Recently my Weather Channel Android App updated and there is a Twitter icon. I admit, I was intrigued. I pressed it. Do you know what I found. Yes, you do, because you put it there.
What the button does is bring up a screen you refer to as "Weather Channel Social" that is also available on the web. The service -- and I struggle to use that term -- crawls Twitter for anyone in my area using weather related words in their tweets. I can look out side and see that it is raining. I don't need to know that half my city also believes that it is raining. Currently the screen is filled with about a bakers gross of variants on "The rain is making me sleepy." Of course, the system has the added benefit of not being perfect, since it only searches for key words, I also have "UPDATE: Only the snow monkey remains unaccounted for. The gray wolf has been shot.", "Always sunny in maxim again. This time a paddys pub shirt", and "If the sun of God's countenance shine upon me, I may well be content to be wet with the rain of affliction. Joseph Hall".
Listen, I know Twitter is full of stale, unimaginative talk anyway. That's why I don't need you calling my attention to more of it. There's not a lot of money in weather forecasting, and when people just want to get the information and leave it makes your profit margins fall. I'm fine with you having more and more shows about historical weather disasters and people who chase tornados. That's why I have the App to begin with, so I can find out whether or not I will need a coat in the morning without having to deal with commentary. You're not bringing anything to the table that I actually want.
It's like network news. Nowadays an anchor can just report on what's happening. CNN, MSNBC, and all the other major networks now encourage their viewers to @tweet them and get their comments on the days happenings read on air. CNN now even offers portion of their news hour to text message voting on which story they should actually cover. I don't want to know what Tom in Peoria thinks about the State of the Union Speech. Tom is, more than likely, an idiot. That's why he's using Twitter to talk to a television station. Just tell me the information. If I want to talk about it I can find a friend. Or a stranger in the elevator. After all, she may not know it's raining, and I'm sure we'll make a deep connection when I tell here how it makes me tired.