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  • How does one wrangle the might of social media?
  • How does one wrangle the might of social media?
    Daniel Gregory, Creative Commons (2012) ©
CASE STUDY

Social Chain: making brands go viral

If you tweet something funny, there’s a small chance it could go viral. But what if you could hire a company to make that tweet into a trending topic? Enter Social Chain, self-described as the UK’s ‘largest influencer network’. How has a virtually unknown business spawned so many online trends?

Location United Kingdom

Scope
It’s midday on a Tuesday and a tweet from a teacher about school lunches goes viral. It’s not particularly witty, but it catches social media’s imagination and a related hashtag quickly starts trending. If your tweets are funny, original or cleverly timed, your tweet too could go viral – or at least that’s how most people assume online platforms work. But what if you could hire a company to turn a tweet into a trending topic?

Social Chain does just that. Calling itself the UK’s ‘largest influencer network’, the company is credited with producing a number of trending topics, ...

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