Hi Daria,
Thanks for commenting. 

The tweets I referenced were wholly intended for a US audience. When you have 1.1 million tweets about one event it is a safe assumption to make that many (if not most people) are paying attention to that. The analogy I would draw is one from my earlier days in PR. I was working on a promoting a press conference about an event when the Elian Gonzalez story broke (the Cuban boy who was in the US and ultimately sent back to Cuba). There was simply not going to be a single camera available to cover our story. We had to reschedule. You can't compete with major events, and you shouldn't try.