In a media column in Advertising Age, the Twitter winner of the week was announced and even explained. Ms. Britney topped the opening of Justin Bieber's movie "Never Say Never", the release of Lady Gaga's new song, "Born This Way" and a revolution in Egypt.
The week for counting purposes ends on Thursday night, so Friday's news out of Egypt which has sent #CongratsEgypt climbing up to the top of the Twitter trend lists is not counted in the results. Britney Spears apparently has the savviest Twitter advisers in the business.
How do they do it? Britney's people leaked a song from her new collection in January. "Hold It Against Me" which was known as #HIAM, raced through the Twitter-verse simply because it was leaked and not confirmed as official.
The need to know of its authenticity drove the second wave of tweets when Spears' advisers let it be known that indeed this was a release by her people. Then came release of artwork reportedly from the album cover.That spread like wildfire and when it was about to become old news, lo and behold, Britney's management team found a new way to keep her name at the top of the Twitter trends.
News of a music video to accompany the first song off the new album, entitled "Femme Fatale", fanned the flames again. Of course, there had to be clips from the video sprinkled around the Internet that immediately got tweeted around the world. Not one, not two or even three clips made the rounds. So far, and it's unclear if this is the end of the video leakage, seven clips were released like the dripping of a faucet.
It's not over yet however because the date of the video's debut was teased. All intentions are to make that first appearance on February 17, just prior to a new episode of "Jersey Shore" on MTV. That is merely the marketing plan for HIAM. The full "Femme Fatale" collection is expected to drop in late March, which gives the Spears camp another six weeks to keep her at the top of the Twitter Trends chart until then.