What I've discovered so far in my use is that not only is it a great way to promote your sites (or business, or just yourself) but it's also a great way to gauge your personal activity in a multitude of social media platforms. Beyond that, it's also a 'game' where you can unlock achievement badges earning you free currency (eaves) which you can use for investing in other people and products or for purchasing upgrades for yourself.
All in all the site is pretty great so far and what I find most wonderful is the fact that (as I just found out from John Gushue) the CEO is a former 'Townie' and yes, if you're curious, the name does come from the street in St. John's. Being a fellow Newfoundlander, I find that pretty awesome.
Check out the video and snippit from their about page below for more information or just go ahead and join up. I doubt you'll regret it.
Every day, you're on Twitter, talking to friends on Facebook, uploading videos or photos, and writing blog posts. Just for doing that stuff, you'll earn Eaves – our virtual currency – and we'll dish out some more virtual cash to your shareholders. Along the way you'll have a bit of fun, make new connections, learn about different people, and learn about social networking and the value of your network! Use your Eaves wisely and you might just become a virtual millionaire... or billionaire (insert evil, world-dominating laugh)? - http://www.empireavenue.com/about/