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?

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  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).
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