Some people see this as spying and worry about its effects on free speech, eg- The government is about to start spying on your Facebook and Twitter feeds a lot more | Vox Political
I’m not so paranoid (about this particular announcement, anyway). I save my worries for the Snoopers’ Charter and other measures the Tories want to bring in. This sounds more like paying someone to see what’s trending, so they can have a better idea of what’s likely to become a talking point.
Vocal opposition makes a difference. Even this government will change (or, at least, water down) policies if it realises they are hated. So, the more people declaring their anger at stupid policies, the better. The paranoid types who see this as a reason to clam up in the feeds are going to have the opposite effect to the one they want.