Twitter is undisputedly one of the most popular, open and widespread social media of our time. Many companies take to Twitter to launch new products with tailored social media campaigns and many consider it the ultimate achievement if the campaign makes it into the trending topics section. Twitter has cleverly recognised this in 2010 and since offers users the option to buy a topic into the trending topics list, surely in an effort to monetise on their service. This leaves many companies tempted to blow a big chunk of their social media budget on buying a trending topic instead of putting time and effort into generating buzz to get it into the list naturally. But their thinking is fundamentally wrong, and here’s why.