If an Algorithm Finds and Defines a Trend, Is It Still Cool?

Here’s a pickle — WWD reports that IBM developed an algorithm to use social media to suss out rising trends.  The company is hunting down movements before they hit the Twitter hashtag stage — the project, “Birth of a Trend,” looks for truly new movements that just a few people are talking about.  With that information in hand, brands can market themselves to niche demographics accordingly.