Two weeks ago I heard the latest gossip: Madonna has dumped her boyfriend via Twitter. The first thing that came to my mind was: “This is the greatest marketing Twitter has ever had”. Today I had some funny feeling and said to myself “Let me check the Alexa ranking for Twitter, maybe “the Madonna effect” is visible”. Boy I was right. You can see dramatic traffic increase that occured at the exact same time when this gossip arrived! Brutal.