Recently, Justin Bieber’s love of pure maple syrup (and of Vince Vaughn in Wedding Crashers) unexpectedly put my client, Pure Canada Maple, atop the coveted Twitter trending list. Maple syrup was a trending topic not only in the U.S., but around the world all day.
Like hitting a hole-in-one on your first round of golf or finding a vacant parking spot on a Sunday night in Brooklyn, this was the stuff of urban legend and a happenstance that keeps PR folks coming back. But sheer luck and teenage heartthrobs aside, how do you get your client, product or event hashtag trending?
Well, let’s start with what doesn’t work. Simply getting a few friends together and using a hashtag won’t pass muster. Trending topics are about frequency, but it’s more important that a hashtag get tweeted by a large and geographically diverse group of people than a small group of hypertweeters using the same hashtag.
So, what does work? Here are some ideas to get your concept trending: