Sometimes you just need to see the real time web in action to understand its dynamics and power. This was a thought I had when I last week witnessed the sudden rise of a meme in the German Twitter-sphere. Personally I have never seen something similar before in the German speaking microblogging world, at least not with this intensity.
Everything started with an inconspicuous flower pot that belonged to an elder care home in the German city of Münster. One week ago the pot was destroyed by an unknown person. For some reason the “story” made it onto the website of the local newspaper Münstersche Zeitung. Katharina Hövels, the woman who wrote the article, started working at the newspaper a week before and was unexperienced, the paper later explained in a follow-up piece.
At 11:04 pm on Wednesday, Ralf Heimann was apparently the first person on Twitter to publish the link to the article. His tweet was retweeted 36 times, which doesn’t include manual retweets, and it was his tweet that about 12 hours later, on Thursday around lunch, led to the Twitter meme carrying the hashtag #blumenkübel, which is German for flower pot.
I think I noticed the first #blumenkübel tweets at around 12 am, and it was like out of the blue that suddenly my complete Twitter stream was filled with this hashtag. What happened was that some people that did read the original article took the blumenkübel story and adapted it to other recent news events, while some others simply joked about flower pots in general or the fact that the incident was actually reported about.
The more people participated, the more who didn’t read the original article either started to joined or asked what the #blumenkübel thing was all about, which consequently led to a number of blog posts explaining what happened, both in German and even in English. That again helped to increase the number of #blumenkübel mentions.
Using our Blog Search engine we found almost 200 blog posts writing about the topic. According to the German blog and Twitter aggregator Rivva, 439 people retweeted the link to the original article. That is pretty substantial for Germany which only has about 270.000 active Twitter users according to this analysis. And let’s not forget that the actual story probably didn’t concern any of them.
At Twingly we quickly set up a Twingly Live Channel which at the peak of the #blumenkübel wave showed new tweets every second. It was impressive to watch!
According to the Twitter monitoring service Trendistic, the flower pot meme reached its peak around 2 pm on Thursday. After that the number of tweets containing the hashtag fell but rose again around 5 pm. If you follow Social Web topics you probably can guess why: After a few hours of #blumenkübel-mania, German mainstream media got curious and started to publish reports about how a flower pot became a star on Twitter, and that created new attention for the already diminishing meme. During that time, fake screenshots of CNN covering the broken flower pot and a YouTube video making fun of the flower pot’s fate had already hit Twitter.
The #blumenkübel hashtag actually made it into Twitter’s trending topics for a whole 5 hours, reaching position 4 at best, and increasing awareness of the flower pot tragedy on the other side of the Atlantic. Liz Pullen from What The Trend informed me on Friday that out of 492 trending topics during the past 7 days, #blumenkübel was the 30th most popular, which is remarkable considering the nonsense behind it and the small German twittersphere.
While Twitter was definitely the core of this meme, a Facebook page that was set up on early Thursday afternoon praising the flower pot grew to more than 2000 members on that day, and got even more attention after the national TV station Pro7 picked up the story on Friday evening (30 hours after the meme started). Today, the page has almost 10.000 members, which is significantly more than the number of tweets that was published with the #blumenkübel hashtag.
According to Twitter statistic apps such as What The Hashtag, Dwitter and twitter-trends.de, the hashtag was mentioned somewhere between 3000 and 6000 times from Thursday to Friday around lunch.
So, let’s draw a few conclusions: Twitter and the dynamics of the real time web allow a destroyed flower pot to become a celebrity in no time. It’s hard to explain the phenomenon if you haven’t been directly involved. It’s simply a lot of fun to see a meme grow, to be part of it and to help spread it. It’s an expression of the real time web’s (and the people’s) power. Just imagine how quick really important information could travel on the web if a stupid joke can.
It’s also obvious that Twitter is much faster than Facebook when it comes to viral distribution of information. One reason for that is definitely the more open environment at Twitter, even though Facebook is trying to compete with that. But that does not mean that Facebook does not have a purpose during the rise of an Internet meme. While Twitter is the core of the real time process, people afterwards go to Facebook to look for a group or page to join.
At least in the case of #blumenkübel, Twitter and Facebook didn’t compete but rather completed each other.