Trending, we have heard the term before. We see things trending on social networks to find out what everyone is talking about. Tweeting trends can lend to big marketing dollars and a website that runs a promotion can gain large opportunities by being able to push tweeting trends. Large company’s are spending a $100,000.00 a day to drive trends on ads within the twitter network.

Last month it was noted that Jack Daniel’s had a push on a new spirit brand by purchasing three promoted trends on Twitter in seven day push to spark conversation around the launch of the new product. By using the hashtag #JackDanielsHoney. The Twitter activity was coupled with targeted ads and video content on Facebook, and YouTube kicking off a year-long digitally-focused campaign for the new product.

We are seeing more of this push into a network that really is more about being than about being pushed upon with advertising. The more that we push users with this type of marketing trending the more push back will become apparent to the user base. They may have 220,000,000 users on the twitter network but the more noise you create about unwanted marketing, like spammers, the more people will ignore.

I think that companies that trend about sponsoring things that people are active or social within. Lets pick an example. If Jack Daniels had of sponsored a social event or a social activity and just pushed out informational tweets on the activity, the brand building and adoption with that community of people would be greater than pushing out about the product itself. If a group or demographic is involved in a particular activity, they all have the same interest. I am a car guy, I love Porsches, so if I like to go to car shows and learn about sports cars and if I am the age or demographic that Jack Daniels is looking for then they should start to support those type of events or tweet about sports cars, what going on who is doing what, what cool new things are coming out. The idea would be that I would be more interested in Jack Daniels and the brand would stand out and I might start to identify with the brand.

We use that approach with our clients in web development and web marketing ideas.