Sandy Rules the Week on Twitter

HootSuite's Twitter Week in Review, Oct. 26-Nov. 1

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Our Twitter Week in Review chart uses data collected and parsed for Ad Age by the What the Trend (WTT) unit of HootSuite, the social-media management dashboard with more than four million users. (Last week's chart is right over here.) We're back today with Volume 31. Scroll down below the infographic for some context, and watch for a fresh edition of our Twitter Week in Review each Friday.

  • After claiming dozens of lives, causing billions in damage and consuming days of non-stop, nationwide TV and radio coverage in the U.S., it's no surprise that superstorm Sandy was the biggest story on Twitter this past week, with trends claiming four of the top 10 spots on the chart. The storm made landfall Monday night on the coast of New Jersey, where it decimated seaside communities and caused widespread power outages and evacuations all over the state. It also impacted New York City with record flooding and wind damage, and in Queens even caused a house fire that spread rapidly in hurricane-force gusts and ultimately razed more than 80 homes in the small beach community of Breezy Point. At the time of this writing, residents and businesses in Lower Manhattan still hadn't seen their power restored, and much of the city's public transit remined crippled. But even those who lost power kept busy tweeting their experiences and spreading news about when and where the storm would hit the hardest (before their device batteries lost their charges, of course).
  • Microsoft introduced its newest software operating system, Windows 8, last Friday to somewhat mixed reviews from critics, but it succeeded in generating plenty of social buzz on Twitter. And the company certainly shelled out for it: The global tech giant is spending upwards of $1 billion of TV advertising to make sure its "make or break" launch doesn't go unnoticed, even in the middle of perennially "cooler" rival Apple's busy fall gadget release season.
  • Though this is the final week of the presidential election season, only one trend on the chart relates to electoral politics -- partly because both presidential campaigns were temporarily suspended in light of Sandy. Former Bush cabinet member Colin Powell, a Republican, publicly endorsed President Obama for the second time last week ahead of next Tuesday's vote. His endorsement preceeded Independent New York Mayor Michael Bloomberg's endorsement of Obama earlier this week, as well as Republican New Jersey Governor Chris Christie's vocal approval of the president's response to Sandy.
  • For explanations of trends and memes not covered above, visit HootSuite's What the Trend.

Help HootSuite's What the Trend define trends by following WTT: Define Now (@whatthetrend). And stay up to date on the latest HootSuite product-update details and company news by following @hootsuite.