Trend Curation Creates Opportunities for Marketers

by Adam Edwards and Chris Boudreaux

In yesterday’s Business Insider, Evan Britton of Sency described how Twitter controls the topics that appear as “Trending Topics”, in what he calls “Trend Curation”. He also offers examples of the Twitter community subverting Twitter’s efforts to keep their trends at the top. For example, he explains how fans of Justin Bieber kept his name at the top of Trending Topics for weeks, until Twitter removed his name from the list of top trends, only to be thwarted by his fans who began tweeting “Bustin Jieber”, to take their favorite singer back to the top of Twitter’s trending topics.

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Evan has a name for the way that Twitter controls the topics that make it to the top of the list: Trend Curation. As a result of Trend Curation, more topics will appear on the Trending Topics list as Twitter pushes old topics down, and merges similar terms that are really part of the same topic.

History of Trend Curation

“Trending” originated in the search engines, where it applied to (1) topics searched on Yahoo that are displayed in the upper-right corner, (2) search terms on Google that appearing on the lower-left of Google Trends, and (3) web sites that list their “most viewed” or “most emailed” articles of the day.

As data on the web continues to explode, trending features help web site visitors to cut through the noise, and, therefore, will likely become more common in sites that incorporate or produce real-time data. For example see below the “What’s Hot” links in the header of TechCrunch:

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Why It Matters to Marketers and Customer Service Leaders

For marketers, Trend Curation means one thing: more trends, faster. And it’s a huge opportunity.

Marketers and Customer Service Managers who are able to quickly identify topical trends and respond to them with compelling content are able to take advantage of these quickly evolving opportunities to build awareness and drive conversions, and differentiate their customer’s experience. But most organizations do not have the processes and tools required to (1) identify emerging trends, (2) adapt or create content to respond to them, (3) ensure that the content is appropriately for SEO and SMO, then (4) distribute the content and measure performance for input into future content development.

In order to help companies take advantage of these opportunities, Converseon has developed a Social Media Capability Architecture and Diagnostic that helps companies to rapidly identify the capabilities they need, then prioritize and implement those capabilities to take advantage of emerging topics and conversations online.

If you would like to know more, please contact us any time.

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