No surprise that the Super Bowl tops this, the first-ever weekly Top 10 Most Tweeted Brands chart (look for it each Friday from now on), a collaboration between Advertising Age and What The Trend, the social-media trend-analytics service. No surprise either how buzzworthy Google Buzz (No. 2) has been, but it does seem pretty remarkable that Apple's iPad (No. 5) still remains a hot Twitter topic.
How do you define "brand"? For the purposes of this chart, we're including Valentine's Day (apologies to Saint Valentine, who may or may not have been a martyred Roman priest buried on Feb. 14; the details are sketchy), because, let's face it, VDAY (to use one of the trending terms for the holiday) has devolved into just another opportunity for marketers to guilt everyone into buying more stuff.
Though we tend to ignore most so-called hashtag trends -- those Twitter contrivances that can gain ridiculous momentum -- we're including #musicmonday here, because in the weeks ahead we'll be examining that music-recommendation trend more closely with an eye toward its effect on music sales. Speaking of Twitter contrivances, what would a Twitter Top 10 list be without a dose of Twitter self-referentiality? (See #blameitontwitter in the No. 8 spot.)
One pop star (Justin Bieber) and a couple of movies made our list, as well as, tragically, fashion icon Alexander McQueen. Ambitious designers, of course, will themselves into becoming brands -- and McQueen smartly allied himself with pop cultural icons/brands including Rihanna and Lady Gaga -- but this week the Twittersphere remembered him for his sad, elemental humanity in the wake of his shocking suicide.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Super Bowl||4||1||9069||The New Orleans Saints defeated the Indianapolis Colts in Super Bowl XLIV. It received 106.5 million viewers, the most in American TV history.
Subtrends include: Super Bowl, SuperBowl, #SB44, Super Bowl Sunday, Colts, Go COLTS, Drew Brees, Saints, NEW ORLEANS, Touchdown Saints, New Orleans Saints, Count on Losing The Superbowl, Miami, Peyton Manning, NFL, MVP, Go Saints, Interception
|2||Google Buzz||New||1||5303||Social networking is now built into Gmail and is called "Google Buzz." Following its release, there is some concern about privacy.
Subtrends include: Google Buzz, Gmail, #googlebuzz, Google Buzz Has A, Google Goes Social, Buzz, Google, What It Means, Stop Google Buzz
|3||Valentine's Day||5||1||3482||Valentine's Day is fast approaching, and people are tweeting plans.
Subtrends include: V-Day, Valentine's Day, #V-DaySong, VDAY, Valentine's
|4||Justin Bieber||7||3||3468||The young Canadian R&B/pop singer has a lot of fans who like to tweet about him! People are now tweeting about what they will do if Justin Bieber becomes a trending topic again.
Subtrends include: Justin Bieber, #ifbiebertrendsagain
|5||Apple iPad||1||3||2732||Apple's newest product, the Apple iPad (a tablet computer).
Subtrends include: iPad, Apple iPad, Real iPad
|6||#musicmonday||1||2||2323||Music Monday is a tradition where users recommend music they appreciate every Monday.
Subtrends include: #musicmonday, #MM
|7||Dear John||5||3||1776||"Dear John" is the name of the much anticipated movie featuring Channing Tatum and Amanda Seyfried which is out in movie theaters across the US.
Subtrends include: Dear John, #DearJohn
|8||#blameitontwitter||New||2||1219||People are tweeting about how they ignore the things they should be doing because they are on Twitter instead.|
|9||MNIK||New||3||1168||One of the year's most anticipated Bollywood films, "My Name Is Khan," distributed by FOX Searchlight, is being released this week. It is a triumphant story of an unconventional hero overcoming obstacles to regain the love of his life. It premiered in Abu Dhabi on Feb. 10 with rave reviews and will be showcased at the Berlin Film Festival.|
|10||Alexander McQueen||New||1||937||Fashion Icon Alexander McQueen was found dead on 2/11/10 after apparently committing suicide.
Subtrends include: RIP Alexander, Alexander McQueen, P Alexander McQueen, British
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 Frequently Asked Questions.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.