HootSuite Acquires What the Trend
Vancouver’s HootSuite has acquired “What the Trend” (WTT), a web service which shares user-defined explanations of trending topics on Twitter. Branded as “The Front Page of the Real-Time Web,” this tool provides constantly updating, crowd-sourced definitions and explanations for why the topic is trending. WTT will complement HootSuite’s social media management system and builds on the recent funding announcement and acquisitions of Twapper Keeper, TwitterBar and Swift App.
What the Trend highlights and explains content trending on Twitter in real-time from the web or mobile devices. Editors curate content for specific international markets and, along with users’ votes, determine the most accurate and useful definitions.
As evidenced in articles in AdAge, Mashable, NY Times, TechCrunch and more, trends are an important part of the Twitter eco-system. Trending topics generally highlight major news, events and topics such as major sporting events and TV programs, or disaster relief or political actions. Other times, trends are questions, jokes or promotional memes which can be difficult to understand without the explanations from What the Trend.
Trends have also become a heavily weighted metric in marketing – when a campaign #hashtag or phrase is trending, it means more eyeballs will be drawn to it, multiplying the trending effect. Overall, journalists seeking breaking news, PR teams following hot topics, and brand managers who want to see their campaigns go viral will find the tool particularly useful.
What the Trend’s key services are already included in HootSuite’s web and mobile versions and, in coming weeks, HootSuite and WTT developers will work to more closely integrate the services. Paul Colton, co-founder and lead developer will work with HootSuite as a consultant during the transition and the WTT also has an active developer community and app directory loaded with extensions, mash-ups, and client apps. To try What the Trend in HootSuite, simply start a search on web or mobile and choose a topic to learn the reason behind the trend.
