The Trending Topics are like the best nightclub in town on Twitter. Presence on this list signifies your relevance to the global community. As a company, you want to get onto the Trending Topics because it means that everyone is talking about you. The last addition to the Trending Topics: Sponsored Tweets shows Twitter's growth and understanding of its use as a marketing and publicity engine. Now, Twitter is rolling out a new feature that works in cooperation with Who To Follow, making it easier to find the Twitter accounts of brands featured in this list.
As featured in the image, if a user is wondering just what something or someone is, they can click on the name and not only find what people are saying, but they can find relevant accounts to follow. This does not seem to work with Trending Topics that feature a "#" or hashtag, though. This is a great feature because it enables people to answer the question: What is "X" for themselves. It also keeps users on the site versus looking through Google for the answer to their questions, which has even further implications for the company.
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