It's pretty clear advertisers are hellbent on getting into the stream. No doubt, earned media will be important to get there, but that's a long-term play. There are shortcuts. Web publishing software company Squarespace found one with a new contest to give away 30 iPhones in 30 days. It's pretty simple: it'll pick a winner each day from all Tweets including the #squarespace hash tag. People will pretty much do anything for free stuff -- or even a shot at free stuff. Sure enough, the No. 1 trending topic on Twitter is squarespace. (Since I started writing, 600 mentions have been posted.) I've seen it pop up in my stream many times. Is this effective? I'm not sure. No matter what, it's pretty low cost -- the 30 phones will cost it under $10,000 with no media or creative costs to speak of. It's clear that Twitter will need to crack down on this kind of hashtag gaming (hello, #spymaster) for people to become trending topics. This kind of thing, to me, quickly becomes spam.