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Anatomy of a Twitterstorm

What happens when someone tweets a picture of a vile sexist card aimed at 13 year old girls that might have something to do with Hallmark? And what happens when it turns out it doesn't?


  1. The story starts at 1pm when @CheesyHel tweets a picture of the card and copies writer and blogger @LynnCSchreiber in:
  2. At 2.48pm the story is picked up by @EverydaySexism
  3. That got 294 straight retweets (many, many more if you include retweets with added comment)
  4. At 15.26, writer @brainmage tweets that the maker Arnold Barton seems to be a part of Hallmark, and he asks @HallmarkPR if they want to comment:
  5. @HallmarkPR is the global HQ in Kansas City.  They reply quickly saying "that company is not part of Hallmark" (later deleted): 
  6. @brainmage points out that seems unlikely:
  7. They then delete their first response and say they're looking into it:
  8. Hallmark then goes quiet until 18.32 when @HallmarkUK put out a statement on Twitter.
  9. Meanwhile at 15.44 the story is picked up by Guardian writer @salihughes:
  10. That got 896 straight RTs (at time of writing - it's still being RT'd now).
    @CaitlinMoran RTs to her 333k followers. 
    @IndiaKnight RTs to her 82k followers.

    Then there are the RTs with comment. One of them at 16.02 is from US singer @amandapalmer (748k followers; 59 straight RTs):
  11. At 16.29 someone sends the pic to @glinner, who RTs the original tweet by @cheesyhel to his 246k followers (474 straight RTs).