Over the past couple of days, we've taken a look at 2010's Top 10 Companies on Twitter and the Top 10 Non-Tech Companies on Twitter -- both lists produced in collaboration with our editorial partner What the Trend, the trend-tracking company that monitors the rank and duration of every single topic that pops up on Twitter's global Trending Topics chart. Because man/woman can't live on Apple and Uniqlo alone, I've got a couple purely pop-cultural lists to close out our three-part series.
But first, yesterday I promised you some insight about Capricho magazine's presence on the Top 10 Non-Tech Companies on Twitter list. Capricho, it turns out, is in the ultimate Twitter sweet spot: Not only is it one of the world's most popular teen magazines in a peak moment for youthful pop culture (with formerly nichey teen-pop stars like Taylor Swift becoming globally mainstream), but it's based in Brazil. In January, social-media analytics service Sysomos released research showing that Brazil had overtaken the U.K., Canada and Australia as the No. 2 source of tweets worldwide, right behind the U.S. And that was before the World Cup, during which it sometimes seemed like every single person in Brazil was tweeting maniacally, 24/7, about soccer.
The thing about Capricho is that, as a media brand, it's come to stand for teen pop culture among Brazilian consumers far beyond its core demographic. (It's sort of similar to the way that "American Idol" has come to represent a certain kind of manufactured pop-musical sensibility even to those who never watch the show.) So it's both loved and reviled. And, hilariously, it got a huge boost throughout the year as "Cala Boca Capricho" -- "Shut up, Capricho" in Portuguese -- repeatedly became a trending topic. Among What the Trend's crowdsourced definitions of that trending topic: "It's a really awful magazine from Brazil that turns kids and pre-teens into people with no personality" and "Smart people that hate the popular Brazilian magazine Capricho are making a campaign to save people from the brainwash that the magazine does with the readers."
But Capricho also got specifically slammed on Twitter because of, no kidding, a fact-check issue. In August, Capricho itself explained in a post on its website titled (I'm translating from Portuguese) "Understanding why 'Shut up CAPRICHO' is in the Twitter Trending Topics." The editors noted that Capricho (which, by the way, means "whim") had reported that a preview of a 30-minute video from the band McFly included both vampires and werewolves. "Erro nosso!" the magazine said -- which translates to "Our mistake!"
"There was no werewolf in this trailer," Capricho clarified. "Only vampires." (McFly later explained their epic video in an interview with AOL Music: "McFly hope 30-minute vampire movie will help them become 'big as Michael Jackson.'" How's that working out, fellas?)
That, folks, pretty much sums up pop culture on Twitter for me in 2010: A Brazilian magazine got confused about the presence of werewolves in a vampire video from an aging British boy band, and the Twittersphere went coo-coo craaaaazy.
I have only one more thing to say: Justin Bieber is a vampire werewolf lesbian. (Cala Boca Ad Age!)
And now, without further ado, two final year-end lists:
What the Trend's Top 10 Movies (New Releases) on Twitter in 2010
- Scott Pilgrim vs. The World
- Harry Potter and the Deathly Hallows, Pt. 1
- The Last Airbender
- The Expendables
- Sherlock Holmes
- The Twilight Saga: Eclipse
- The Karate Kid
- Iron Man 2
What the Trend's Top U.S. TV Shows on Twitter in 2010
- American Idol
- Pretty Little Liars
- MTV Video Music Awards
- Teen Choice Awards
- Conan/The Tonight Show
- Bad Girls Club
- Jersey Shore
- The 62nd Primetime Emmy Awards
- 106 & Park
Don't forget to check out What the Trend's general Year in Review page right here.
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Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.