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Case Study: Creating a Trend on Twitter #SpainIs

We’ve all heard of new-jacking thanks to David Meerman Scott, but can Twitter be used to promote positivity around a message and create news? I’m going to hand you over to Graham Hunt, the man who turned the #SpainIs hashtag into a wave of positive publicity for his adopted country.


A lot of us who live in Spain are sick of the bad publicity surrounding the country especially that emanating from the UK press. Therefore I wrote a rant asking UK journalists politely to go forth and multiply, but a rant doesn’t always get the results  you want. This developed into an idea to promote some positivity about living and working in Spain.

I have a group of just 80 Writers and Bloggers About Spain (WABAS) on Facebook. In there we help to promote each other and get out our stories and news about our businesses. You could call it a little syndicate.

We decided that we would create a positive hashtag about Spain and plan to make it a trending topic on Twitter at 12pm Spanish time on Monday the 25th of June. How did we do? Well as I write this we are the sixth most popular trending topic in Spain for the hashtag and the project actually started with around 20 members of the group posting positive stories and RT’ing them.

 It shows you do not need much – just a good idea and decent contacts.

Within half an hour we had a trending topic. Within forty minutes it had taken on a life of its own and funnily enough the haters and spammers had started. The weird thing is that most of the haters are Spanish!

We are continuing for an hour or so yet so keep an eye out and the #SpainIs… will continue to be featured in all of our positive stories coming out over the next few weeks. After all who wants negativity all the time?

We all know what the problems are, but pointing them out changes nothing.

Follow the hashtag and get over to the Facebook page www.facebook.com/SpainIs to find out more.

Graham Hunt can be found on his blog, ranting… http://www.entrepreneursolo.com/

Takeaways from this post

  • WE make the news, we can chose what we react to
  • If we don’t like the negativity, we can promote the positives
  • It doesn’t take many people to make a difference

If this was me, I’d look into creating a regular  (weekly?) Twitter chat with the #SpainIS hashtag and using that to generate further conversations around the good news stories surrounding local businesses.

It might also be worth attempting a blog carnival with the Facebook group members to help promote each other, so there is activity leading to the participants own sites, and not just Facebook and Twitter.

Would you take the news into your own hands?



Sarah Arrow

Sarah Arrow started blogging to save a business and it worked! She created her first blogging challenge back in 2007. She's been internationally recognised as a top content marketer, Forbes and MSN list her websites as top ones, and she's the author of many quick start marketing guides. You can find her books on Amazon.

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