A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- The Twittersphere, as everyone knows, is often the Stupidosphere or Shallowsphere, but this week, for a change, a meme of real substance has triumphed: Aung San Suu Kyi, the pro-democracy icon and Nobel Peace Prize winner who has been under house arrest for 15 of the past 21 years in Burma, but was released on Nov. 13, tops our chart. (This Guardian piece from yesterday is totally worth reading: Aung San Suu Kyi: I was both prisoner and maintenance woman ("Burma's pro-democracy leader talks about her life in captivity, her first days of freedom and the fight ahead.")
- Elsewhere in our chart, sports (the NFL, NBA, European soccer and boxing) loomed large, as did both celebrity marriage and divorce.
- Ryan Reynolds is the 2010 Nobel Prize winner for Sexy Manliness. Or wait, maybe it was People magazine that gave him that honor. Whatever. The Twitterphere cared -- a lot.
- Just to put things in perspective -- Aung San Suu Kyi, I'm talking to you -- the top hashtag meme on Twitter this week (we exclude fleeting hashtag memes from this chart by design) was #SlapYourself.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||Aung San Suu Kyi||1||7,156||Military authorities in Myanmar have signed an order authorizing the release of pro-democracy leader and Nobel Peace Prize winner Aung San Suu Kyi, according to news reports.
Subtrends include: Kyi, Aung, Suu Kyi, Suu
|2||Royal Wedding||1||6,298||Prince William of the British royal family announced his engagement to Kate Middleton. The wedding will be held in Spring or Summer 2011.
Subtrends include: Prince William, Kate Middleton, #royalwedding, Royal Wedding
|3||Boxing||1||5,405||Tweets about boxing, particularly the fact that Manny Pacquiao earned his 8th title via a unanimous decision after his fight against Antonio Margarito.
Subtrends include: #Pacquiao, Mayweather, Filipino pride, Haye, Congrats Manny, Pacquiao-Margarito, #margarito, Mike Jones, Audley, Margarito, Faber, Soto-Karass, Michael Buffer, Brandon Rios, Rigondeaux, Yahir, Lowther
|4||NFL||1||3,221||Tweets about various NFL teams, players and games.|
|5||Soccer/Football||1||3,170||Tweets about various NFL teams, players and matches.|
|6||Harry Potter||1||3,098||Harry Potter and the Deathly Hallows, Part 1 opens in theaters worldwide November 19.|
|7||Tony Parker-Eva Longoria||2||2,640||Tony Parker of the San Antonio Spurs and his wife Eva Longoria (best known for her role on Desperate Housewives) have filed for divorce.|
|8||NBA||1||2,033||Tweets about various teams, players and games.|
|9||Latin Grammys||3||2,024||The 11th Annual Latin Grammy Awards took place at the Mandalay Bay Event Center in Las Vegas on Nov. 11
Subtrends include: Grammys, Grammy Latino, #latingrammys, Nelly Furtado, Latin Grammy, Ilan Chester, Placido, Perales, Latin Grammys, Prince Royce, Pedro Fernandez
|10||Ryan Reynolds||4||1,976||Ryan Reynolds is People magazine's Sexiest Man Alive.|
1. WTT tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brands (broadly defined to include marketers, products and celebrity/entertainment brands) with the most cumulative staying power. Explanations of trends are solicited from WTT users, Wikipedia-style; a community-voting system is designed to highlight the best explanations while burying lame or prank explanations.
2. For the purposes of this chart, we collect and process data until 12 midnight EST on Thursday night before each Friday's publication.
3. We broadly define "brands" to include major marketers (e.g., Apple) and branded products (e.g., iPad), as well as celebrity and entertainment brands (e.g., Lady GaGa, American Idol). Ad Age works with WTT to consolidate multiple threads of brand chatter (e.g., Apple, iPad, iTampon, Apple Tablet) into one position on the chart when it's clear related Twitter conversations are basically all about the same topic, even if they use different keywords.
4. In WTT's proprietary trend-tracking system, points are awarded for both duration and rank in the top 10 trending topics on Twitter. The longer the duration, and the higher the overall rank, the more points are awarded. Measurements are taken in five-minute increments.
5. The crowdsourced trend explanations above are quoted as they appear on WTT, and therefore may have stylistic and grammatical quirks that don't adhere to normal Ad Age editorial standards.
For more information about What the Trend, visit the WTT FAQ. And check out WTT's Week in Review, compiled by its in-house editors and covering an expanded general list of Top 20 trends (including hashtag trends) here.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.