A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- Twitterers have been all atwitter about the continuing rollout of Twitter's redesign, aka #newtwitter, making the top topic on Twitter this week ... Twitter. (Tweet!)
- The hit TV show "Glee" -- which last week actually got outshone on Twitter by "Gossip Girl" (personally I think the two should just merge) -- surged this week thanks to the airing of its heavily anticipated episode celebrating the music of Britney Spears (featuring a cameo appearance by one Britney Spears).
- A week of unusual gravitas for Twitter, given that two of our top memes involve fans tweeting remembrances of entertainers. Comedian Greg Giraldo, famous for "Last Comic Standing" and his appearances on Comedy Central, died of an accidental prescription-drug overdose; confirmation of his death actually broke on Twitter when his friend and fellow comedian Jim Norton tweeted "Greg Giraldo passed away today ... RIP buddy." And fans of Argentinian actress Romina Yan mourned her death at age 36 of a heart attack (further details on the underlying cause of that heart attack are pending).
- The big tech-toy story of the week on Twitter? The official announcement of RIM's potential "iPad Killer" (as the geek press has been spinning it), a 7-inch Flash-capable tablet due out in early 2011. Details, if you missed them, here.
- The best news of the week in the trendosphere? Professional trainwreck Lindsay Lohan came nowhere near our Top 10, despite breathless press coverage of her checking into rehab. In fact, in the What the Trend master trend database, which covers all categories of trends (including fleeting jokey hashtag memes that take on a life of their own), she peaked at a mere 182 out of the 357 topics that hit Twitter's Trending Topics over the past week. Here, Lindsay, maybe this new Twitter trend (which I'm starting right this second) will help: #LindsayLohanOnGlee.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||2||5,816||Twitter's roll-out of its redesign, nicknamed #newtwitter, continues.
Subtrends include: #newtwitter
|2||Justin Bieber||1||5,335||Teen pop star Justin Bieber tweeted about liking maple syrup, prompting "maple syrup" to end up in Twitter's Top 10 trending topics on Tuesday, Sept. 28. Jason McCann is the name of the character Bieber portrayed in his acting debut on "CSI: Miami."
Subtrends include: Maple Syrup, Jason McCann
|3||Glee (TV Show)||1||3,896||The most recent episode of the hit TV Show "Glee" featured the music of Britney Spears.
Subtrends include: Britney Spears episode, Glee tonight, #BritneySpearsGLEE, Watching Glee
|4||Bishop Eddie Long||1||3,310||People are tweeting about Bishop Eddie Long and his sex scandal. Because Eddie Long has allegedly been caught sending inappropriate pictures from his phone.. what inappropriate ringtones would he have? Thus: #BishopEddieLongRingtones.
Subtrends include: #BishopEddieLongRingtones, Bishop Eddie
|5||RIM||1||3,077||Research in Motion announced a new tablet computer, the BlackBerry PlayBook, to compete with Apple's iPad. It will be released sometime in early 2011.
Subtrends include: BlackBerry PlayBook, PlayBook, PlayBook tablet
|6||NFL||1||3,043||"Tweets about various teams, players and games.|
|7||Greg Giraldo||1||2,999||Comedian Greg Giraldo died September 29th at the age of 44 from an accidental overdose.
Subtrends include: RIP Greg Giraldo, Giraldo died, RIP Greg
|8||Various European soccer/football brands||1||2,782||Tweets about various teams, players and matches.|
|9||Romina Yan||1||2,118||Argentine actress Romina Yan, daughter of Gustavo Yankelevich and Cris Morena, died from a heart attack on the evening of September 28th at the age of 36.|
|10||Tweets about various Venezuelan political brands||1||2,108||Tweets related to the Venezuelan elections.|
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.