dissecting the realities behind this tweet. By dissecting the actual number of Oreo followers, the click-through rates, the amplification (re-tweets), Ritson shows that the tweet reached a mere 64,000 people – or 0.02 per cent of Oreo’s customer base. A social media team at the 2013 Super Bowl had the nerve, the agility and the creativity to take advantage of a blackout with this tweet, and then hyped it indefatigably. It provoked headlines such as “How Oreo’s Blackout Tweet