The Twitterverse's Favorite Topic: Twitter! (Sorry, Gaga)

Dumenco's Trendrr Chart of the Week

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For this week's Trendrr charticle -- a collaboration between Advertising Age and social-media tracking service Trendrr Pro -- I decided to look at Twitter. Twitterers always love to tweet about Twitter itself, but yesterday's big announcements (see my colleague Irina Slutsky's piece, "Twitter Unveils New Features for Users and Advertisers") cranked up the self-absorption to a whole new level. Some details:
    Evan Williams
    Evan Williams

  • For the purposes of tracking current Twitter buzz about Twitter, we rolled up 12 different variations in relevant tweet terms (including "twitter," "new twitter," "#newtwitter," etc.). Sum total: some 2.4 million Twitter-obsessed tweets yesterday -- more than double the norm of 800,000 to 1 million.
  • In the hour that Twitter made its announcement, there were 320,000 tweets about Twitter -- eight times the average of 40,000 per hour.
  • The most circulated link was, predictably, to the Twitter's arty, cutesy two-minute YouTube promo video, titled "Meet the new An easier, faster, and richer experience," at (On YouTube itself, where the video is more simply titled "Twitter: discover what's new in your world," it has more than 392,000 views as of this writing.)
  • The most retweeted people tweeting about the new Twitter: Twitter's own @ev (CEO Evan Williams), @TechCrunch, @Scobleizer (tech writer Robert Scoble), and -- no kidding -- @Jesus ("Bio: Carpenter, Healer, God"), whose widely retweeted verdict yesterday was "#NewTwitter. Fuck yeah."
  • The spike in tweets about Twitter yesterday even outdid the recent spike in tweets about raw-meat-dress-wearing Lady Gaga (i.e., her most recent star turn at the MTV Music Video Awards), as you can see in the chart above. I thought of pitting Justin Bieber against Twitter, but I feared that doing so might accidentally cause a dangerous rift in the space-time continuum. Justin Bieber vs. Twitter -- that's one of those existential thought exercises like Superman vs. Batman. It's just not worth going there, I think.

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Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service, and Curatorr, a social media filtering and publishing platform. More background here. Trendrr offers a free trial account; Trendrr Pro, which offers more robust tracking and reporting tools, comes in various paid flavors (get the details here).

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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