It all started innocuously enough with a July 13 blog post urging people to #OccupyWallStreet, as though such a thing (Twitter hashtag and all) were possible.
It turns out, with enough momentum and a keen sense of how to use social media, it actually is.
The Occupy movement, decentralised and leaderless, has mobilised thousands of people around the world almost exclusively via the Internet.
To a large degree through Twitter, and also with platforms like Facebook and Meetup, crowds have connected and gathered.
As with any movement, a spark is needed to start word spreading.
SocialFlow, a social media marketing company, did an analysis for Reuters of the history of the Occupy hashtag on Twitter and the ways it spread and took root.
Text: Ben Berkowitz, Reuters
Image: An Occupy Wall Street campaign demonstrator holds a sign in Zuccotti Park, near Wall Street in New York October 17, 2011.