This is a case study I did for a friend. I wanted to measure a campaign (organic, unpaid, viral) that went viral within 48 hours of being launched.
Short story: my friend Chris of Mercy Project, who is an avid runner, was so upset over the Boston Marathon Bombing that he wanted to do something symbolic to show solidarity with the runners. He started a Facebook page called Run for Boston, and asked fellow runners to run on a certain date and time, wearing blue and gold (the marathon colors) and take a pic of themselves with the hashtag #runforboston.
Then because we’re friends, and I’m a nerd, he let me look at his data.